FAB stands for : Feature, Advantage and Benefit. Features refer to the physical characteristics of the product, such as the size, shape and colour. Advantages refer to the performance characteristics of the product, such as that a cell phone can receive emails. Benefits refer to the favourable result that the buyer obtains from using the product, such as the cell phone providing the user with the freedom of receiving emails at home and not needing to be in the office at all times.