FACULTY OF COMMERCE
DEPARTMENT OF MANAGEMENT SCIENCES
BRAND MANAGEMENT PRESENTATION (MM433)
GROUP MEMBERS LECTURER: MR. A.
MARUFU
NAME SURNAME REG NUMBER MODE OF ENTRY LEVEL
EMMANUEL PFEREDZAI R211269H CONVENCTIONAL 4.1
COLLINS R214966E CONVENCTIONAL 4.1
PRECIOUS FIROMUMWE R211081C CONVENCTIONAL 4.1
QUESTION 15:
Beyond Brand Management
a) Definition of Brand Management and Lovemarks.
b) Psychological aspect of lovemaker.
c) Compare and contrast the related terms.
d) Application to personal and corporate world
Definitions of Brand Management and Lovemarks
Brand Management according to Grand (2023) is the strategic process of shaping and
influencing public perception of a product, service, or company. It involves various
marketing strategies aimed at maintaining, improving, and raising awareness of the
overall value and identity of a brand in the market over time and the other author says, it
involves creating, developing, and overseeing the marketing and advertising strategies for
a specific brand or product. It encompasses maintaining the brand's image, positioning,
and equity in the market. An example of brand management is the consistent and strategic
marketing of Coca-Cola, which has maintained a strong brand identity and market
presence for decades.
Key Aspects of Brand Management
Differentiation: Branding serves as a means of distinguishing a product from mere
commodities, and its use has expanded with advancements in transportation and communication.
Value and Perception: Effective brand management focuses on the value of products or brands
in the market over time and aims to change the conception of brands from being solely visual
identities to encompassing an organization's image and customer associations.
Strategies and Tools: Brand management involves analysing the competitive landscape and
brand equity, setting brand strategy, determining brand positioning, and utilizing various
marketing tools to maintain brand standards and ensure consistency.
Veloutsou and Aimpitaksa (2017) says that, Lovemarks a concept introduced by Kevin
Roberts the former CEO of advertising agency Saatchi & Saatchi he asserts that this is a
concept goes beyond traditional branding by focusing on creating deep emotional
connections with consumers. Lovemarks are brands that inspire loyalty beyond reason,
blending love, shared values, sensory experiences, shared values and respect. An example
of a Lovemarks is Apple, which has a dedicated fan base that goes beyond rational brand
loyalty, driven by emotional connections and experiences with the brand. The concept
emphasizes the importance of creating a strong emotional bond between consumers and
brands, going beyond rational attributes and functionality.
Key Aspects of Lovemarks
1. Emotional Connection: Lovemarks theory is based on the premise that human beings are
powered by emotion, not by reason. It emphasizes the significance of emotional relationships
with consumers, going beyond transactional relationships.
2. Love/Respect Axis: Lovemarks are characterized by a strong balance of love and high
respect. This balance is considered essential for a brand to become a Lovemark, which is distinct
from being just a brand.
3. Mystery, Sensuality, and Intimacy: The lovemark effect is based on three key elements:
mystery, sensuality, and intimacy. These elements contribute to the formation of a Lovemark and
are crucial for creating emotional connections with consumers.
4. Commitment and Familiarity: Lovemarks are associated with commitment, passion,
security, familiarity, and togetherness. These elements contribute to the emotional bond between
consumers and the brand.
5.Brand Loyalty and Long-Term Relationships: Lovemarks aim to create long-term
relationships with consumers by fostering brand loyalty through positive emotional connections
and passion-driven behaviours.
Psychological Aspects of Lovemarks
The psychological aspects of Lovemarks are rooted in emotional connections and experiences.
Lovemarks are designed to create deep emotional bonds with consumers, tapping into their
subconscious and evoking strong feelings of love and emotions such as love, joy, and
excitement, which lead to a deeper level of engagement and respect for the brand. This emotional
connection often leads to unwavering loyalty and advocacy. Psychological studies have explored
the formation of Lovemarks and the impact of sensory brand experiences on customer
satisfaction and brand attachment.
Lovemarks are built on several psychological aspects. These aspects include emotions, trust, and
respect. Emotions play a significant role in creating a strong connection between consumers and
brands. Trust is crucial in building a strong relationship between consumers and brands.
Lovemarks establish trust by consistently delivering on their promises and meeting consumer
expectations. Respect is earned by treating consumers with dignity, understanding their needs,
and valuing their input.
Comparison and Contrast of Related Terms
While brand management focuses on strategic marketing and maintaining a brand's image
and equity, Lovemarks take the emotional connection with consumers to a deeper level,
aiming to create brands that inspire love and respect beyond rational loyalty.
Both concepts are essential in the marketing world, but Lovemarks emphasize emotional
engagement and experiences, whereas brand management encompasses a broader range
of marketing strategies and activities.
Brand management and Lovemarks share the common goal of building strong
connections between consumers and brands, but they differ in their approaches.
Brand management focuses on strategic and tactical activities to create and maintain a
brand's image and reputation. It emphasizes consistent messaging, visual identity, and
brand positioning. Lovemarks, on the other hand, take a more emotional and experiential
approach. They aim to create intense emotional connections with consumers, going
beyond rational attributes and engaging the senses.
Lovemarks emphasize the importance of love and loyalty, while brand management
focuses on brand loyalty and preference. Lovemarks strive to create brands that
consumers not only prefer but also love and emotionally connect with. Brand
management, although it aims to build customer loyalty, often relies on rational factors
such as product quality, pricing, and convenience.
Application to Personal and Corporate World
In the personal and corporate world, brand management is crucial for individuals and
businesses alike. Individuals can apply brand management principles to cultivate and
maintain their personal brand, ensuring a positive and consistent image in their personal
and professional lives to their peers, colleagues and their employers.
On the other hand, the concept of Lovemarks can be applied to create powerful emotional
connections with customers, leading to long-term loyalty and advocacy. In the corporate
world, companies can leverage Lovemarks to build strong emotional bonds with their
customers, fostering brand loyalty that goes beyond rational decision-making.
In addition, brand management is essential for companies to create a strong brand
identity, differentiate themselves from competitors, and build customer loyalty.
Lovemarks can be particularly valuable in industries where emotional connections and
brand loyalty are critical, such as fashion, luxury goods, entertainment, and hospitality.
By creating Lovemarks, companies can cultivate a passionate and loyal customer base
that advocates for their brand and generates positive word-of-mouth.
REFERENCE:
Grand, M. (2023) “What is brand management? Requirements, how it works” Updated May, 21
Veloutsou, C. (2015), “Brand evaluation, satisfaction and trust as predictors of Brand loyalty: the
mediator moderator effect of Brand relationships”, Journal of Consumer Marketing, Vol. 32 No.
6, pp. 405-421.
Veloutsou, C. and Aimpitaksa, J.B. (2017), “The Lovemarks effect: an abstract”, in Krey N.,
Rossi P. (Eds) AMSEC 2017. Developments in Marketing Science: Proceedings of the Academy
of Marketing Science, Springer, Cham, pp. 259-260, available at https://doi.org/10.1007/978-3-
319-66023-3
Veloutsou, C. and Guzmán, F. (2017), “The evolution of Brand management thinking over the
last 25years as recorded in the journal of product and Brand management”, Journal of Product
and Brand Management, vol 26 No. 1, pp. 2 -22
