{"id":5202,"date":"2025-06-12T13:05:13","date_gmt":"2025-06-12T11:05:13","guid":{"rendered":"https:\/\/themodernagestudio.com\/what-is-a-lovemark\/"},"modified":"2025-10-16T14:42:19","modified_gmt":"2025-10-16T12:42:19","slug":"what-is-a-lovemark","status":"publish","type":"post","link":"https:\/\/themodernagestudio.com\/en\/what-is-a-lovemark\/","title":{"rendered":"What is a lovemark?"},"content":{"rendered":"
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You see a glass with a dark drink, and your first thought is that it is Coke.<\/p>\n<\/div>\n

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We eat a hazelnut cream, and we call it Nutella.<\/p>\n<\/div>\n

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This happens because these brands are lovemarks, a term coined by Kevin Roberts in his book “Lovemarks: A future beyond brands,” which is used to refer to a positioning strategy based on generating an emotional connection between the brand and the consumer, who chooses that brand for that very reason.<\/p>\n<\/div>\n

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But why does this happen? There are several reasons.<\/p>\n

\"Lovemark<\/span><\/div>\n
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Copyright: Hooley Brown<\/a><\/em><\/p>\n

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The consumer is irrational<\/h2>\n<\/div>\n
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According to many theories, consumer behavior can often be defined as “irrational”: they buy larger quantities of a discount item even though they do not need it, they choose to spend more to get free shipping, even though it would cost them less to buy only what they need and pay for shipping.<\/p>\n<\/div>\n

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This is also the case because consumers now need to navigate a situation in which they must continually choose among a multitude of products and develop what is called “decision fatigue”:<\/strong> according to this theory, each choice we make in a day consumes part of our energy, getting to the point where our brains dictate that we choose the easiest option with the greatest gain.<\/p>\n<\/div>\n

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In addition, consumers are influenced by branding strategies<\/strong>: the aesthetic elements of a brand can show the consumer how they would like to be, or how they feel, thus creating a link that influences the consumer’s choices, who opts for the brand based on how it looks, not just on the problems the product or service can solve.<\/p>\n

\"Some<\/span><\/div>\n

Copyright: Accenture Digital<\/em><\/p>\n

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Emotional connection and respect<\/h2>\n<\/div>\n
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The emotional bond of a lovemark is based on intimacy, mystery, and sensuality, but to be considered such a lovemark must also have another aspect: respect, which is based on innovation, reputation, and honesty.<\/p>\n<\/div>\n

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Roberts arranges emotional bonding and respect on two axes, producing the following categories:<\/p>\n<\/div>\n