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- Lovemark abstract "Lovemarks is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. In the book Roberts claims, "Brands are running out of juice". He considers that love is what is needed to rescue brands. Roberts asks, "What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?" Roberts suggests the following are the key ingredients to create lovemarks:Mystery Great stories: past, present and future; taps into dreams, myths and icons; and inspirationSensuality Sound, sight, smell, touch, and tasteIntimacy Commitment, empathy, and passionRoberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love. The full schema is as follows: mere products (commodities) command neither love nor respect. Fads attract love, but without respect this love is just a passing infatuation. Brands attract respect, even lasting respect, but without love. Lovemarks, explains Roberts, command both respect and love. This is achieved through the trinity of mystery, sensuality, and intimacy. Kevin Duncan describes the concept in more traditional marketing terms, noting that there are "two axes," one of which runs from low to high respect, and the other which runs from low to high love. For a brand to transcend into "lovemark" category, it has to be high on both axes at once. Duncan sums up the concept in one sentence thusly: "Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand." Some marketers question the usefulness of the Lovemarks concept. A recent study tested whether one of Robert's Lovemarks - Nike - actually enjoyed higher than expected brand loyalty. The study, based on analysis of TNS consumer panel data, found Nike did not exhibit higher than usual loyalty.In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of lovemarks.".
- Lovemark author Kevin_Roberts.
- Lovemark country United_Kingdom.
- Lovemark isbn "978-1-57687-204-8".
- Lovemark language English_language.
- Lovemark nonFictionSubject Marketing.
- Lovemark numberOfPages "224".
- Lovemark publisher PowerHouse_Books.
- Lovemark wikiPageExternalLink www.lovemarks.com.
- Lovemark wikiPageID "5666273".
- Lovemark wikiPageRevisionID "568328509".
- Lovemark author Kevin_Roberts.
- Lovemark caption "Cover of the first edition".
- Lovemark followedBy "The Lovemarks Effect: Winning in the Consumer Revolution".
- Lovemark hasPhotoCollection Lovemark.
- Lovemark isbn "978".
- Lovemark language English_language.
- Lovemark mediaType "Print".
- Lovemark name "Lovemarks:".
- Lovemark name "The Future Beyond Brands".
- Lovemark pages "224".
- Lovemark pubDate "April 2004".
- Lovemark publisher PowerHouse_Books.
- Lovemark subject Marketing.
- Lovemark subject Category:Brand_management.
- Lovemark subject Category:Marketing_techniques.
- Lovemark type Artifact100021939.
- Lovemark type Book106410904.
- Lovemark type Creation103129123.
- Lovemark type Object100002684.
- Lovemark type PhysicalEntity100001930.
- Lovemark type Product104007894.
- Lovemark type Publication106589574.
- Lovemark type Whole100003553.
- Lovemark type Work104599396.
- Lovemark type Book.
- Lovemark type Work.
- Lovemark type WrittenWork.
- Lovemark type Book.
- Lovemark type Book.
- Lovemark type CreativeWork.
- Lovemark type Book_CW.
- Lovemark type InformationEntity.
- Lovemark comment "Lovemarks is a marketing concept that is intended to replace the idea of brands. The idea was first widely publicized in a book of the same name written by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi. In the book Roberts claims, "Brands are running out of juice". He considers that love is what is needed to rescue brands.".
- Lovemark label "Lovemark".
- Lovemark sameAs m.025tkq9.
- Lovemark sameAs Q6692309.
- Lovemark sameAs Q6692309.
- Lovemark sameAs Lovemark.
- Lovemark wasDerivedFrom Lovemark?oldid=568328509.
- Lovemark homepage www.lovemarks.com.
- Lovemark isPrimaryTopicOf Lovemark.
- Lovemark name "Lovemarks:".
- Lovemark name "The Future Beyond Brands".