When determining the value of a good or service a consumer compares the total benefits with the total costs of the product. These costs and benefits are tangible or intangible in nature (Kotler & Keller, 2012). From this it follows that the value of a good or service is also tangible or intangible. Tangible value can be determined by product attributes, such as its performance and durability. On the other hand, intangible value is the added value of products and services due, for example, to their appearance, comfort and safety (Palmroth, 1991). The intangible value of products may be why people in a rich and affluent society tend to spend huge amounts on luxury goods and services, while these products do not always appear to outperform. Therefore, it could be argued that in a prosperous society, value is predominantly intangible in nature. First, consumers purchase products that they believe will offer them the highest value (Kotler & Keller, 2012). However, these consumers cannot know before purchasing what exactly a product will offer them. Therefore, consumers must rely on the promises of the selling company. These promises always go beyond the tangible products themselves, as they focus on the intangible benefits associated with the product rather than its distinctive features. In other words, the company focuses its marketing activities on the intangible value of the product. In this way the company is able to attract customers for its products and differentiate itself from competitors (Levitt, 1981). Logically, since intangible value is the main focal point of companies and consumers in their purchasing decisions, value must be at the center of the paper… itedEdmans, A. (2011). Does the stock market fully value intangible assets? Employee satisfaction and stock prices. Journal of Financial Economics, 621-640.Kotler and Keller. (2012). A framework for marketing management. Pearson.Levering, R., Moskowitz, M., & Katz, M. (1984). The 100 Best Companies to Work For in America. Reading: Addison-Wesley.Levitt, T. (1981). Marketing of intangible products and intangible product assets. Cornell Hospitality Quarterly, 37 -44.Oliver, R.L. (1981). Measurement and evaluation of satisfaction processes in the retail context. Journal of Retailing, 25-48. Palmroth, W. (1991). Always remember the six buyer benefits: Qualities that buyers look for in a product. American sellers, 12-18 years. Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Sciences , 16-35.