Love Brand or Economic Trade?

What comes to your mind when you hear/read Love Brand?

Well, probably all these words,

The first step in understanding Love Brand is to mention that, love is an emotion and the way of understanding an emotion depends on each social group, also it is important to mention that love builds relationships. A typical customer could create good relationships with some brands, or hate some others, even create a middle category like “sort-of-love”, of course, this depends on each experience between the Brand and the customer however, the good relationships require a mutual commitment.

Love Brand is passionate, not rational so, it is not relevant if there are any mishaps or disappointments on the customer side. For example, if there is an incident with Apple’s operating system, customers will rely on it once more perhaps the incidents, or if Facebook suddenly stops working, people will still keep their accounts.

Thus, a brand that wants to continue being a Love Brand must redeem itself for every mistake by trying to persuade its potential customers, to convince them with actions that make them fall in love with them, so, they become brand promoters.

Love Brand as consumer experience is best represented as a value construct that includes multiple perceptions, emotions, and behaviors, which consumers organize into a mental model. This phenomenon also explains the repeat purchase intention, positive WOM, and resistance to hear negative information about the brand.

The best examples are these global brands that succeeded, having thousands of followers:

SPOTIFY: Last year this brand launched a campaign in the UK, comparing the 80s and 90s with 2019, the campaign was successful because of the humorous tone it had. The insights were well chosen, which made it connect very well with its audience, plus it played with nostalgia and music, two essential elements to reach people. That’s why Spotify is considered a Love Brand.

STARBUCKS: It is clearly a Love Brand. This company does not focus on giving coffee sales a head start, instead, they focused on the experience of sharing one, in a place with free WIFI, incredible aromas, and good company.

Beyond that it offers a unique service, connects the customers with merchandising and it has been able to become a Love Brand on social networks where Starbucks sells a lifestyle.

APPLE: Its products can be irresistible because it is not just a brand. People buy Apple devices for a reason that goes beyond quality, service, or the operating system. Each customer feels part of a community, part of a family. Some clients love the brand so deeply, that regardless the price they are willing to acquire their cutting-edge devices.

So, Love Brand is…

” Those brands that generate loyalty beyond reason; they position themselves in the public through their heart.” – Kevin Roberts

If someone ever asks you, what is the first brand that comes to your mind..? probably the first thing that pops into your head is a brand with which you had a good experience, perhaps not just for the product itself but for the emotion that its purchase will emerge to you.

A Love Brand works on the emotional side, generating such a strong attraction in consumers that each purchase made, creates a unique bond, customers choose one brand over others because they love it.

       For those companies that want to become a Love Brand, the following key points can be essentials.

• To achieve a visual connection, seduction is key and better when it comes up with a mystery.
• Exceed customer expectations, generate an intrinsic purchase.
• Focus on those elements that allow you to differentiate yourself in the marketplace.
• Use triggers, those promotions that generate frequency and demand.

All brands should aim to become a Love Brand because that’s where the success lies.

References: Brand Love, 2012 Jornal of Marketing 76(2):1-16.