Lovemarker®

LOVEMARKER^® RESEARCH

Lovemarker^® Research focuses on obtaining an in-depth understanding of the Consumer-Brand Relationship as it applies to the equity of the brand/s being examined. This is a fundamental step in reviewing brand strategy.  Lovemarker^® designed to provide recommendations for the development of innovation and communications strategy for a brand.

To create a Lovemark, marketing strategy needs to focus on increasing Love and Respect for a brand. This is achieved by maximising the Consumer’s emotional connection with that brand. Lovemarker^® Research focuses on diagnosing how to achieve this.

• Lovemarker^® was created as a fully diagnostic tool, designed to evaluate the in-depth emotional relationship consumers have with brands, using a number of proven projective and enabling techniques.
• The Lovemarker^® tool is available at 3 diagnostic levels – each level going deeper into understanding perceptions of, and the relationship with, Brands

Click below logo for JAR Paper Lovemarker^®

BACKGROUND

Lovemarker^®  was developed by QiQ International (John Pawle and the late Peter Cooper, together with Simon Patterson & others), and is wholly owned by QRi Consulting (formerly QiQ International^® and CRAM International^®).

The Lovemarker^® tool was originally developed by QiQ International^®  in 2002 in order to validate the Lovemarks theory and is featured in Kevin Roberts’ books ’The Future Beyond Brands – Lovemarks ‘ (2004) and ‘The Lovemarks Effect – Winning the Consumer Revolution’ (2006).

Click picture below for a chapter from The Lovemarks Effect