Brand Attachment through Lovemarks

Bc. Anastasiya Morozova

Master's thesis

Abstract:

This Diploma Thesis deals with the matter of earning brand attachment through the concept of lovemarks. Three hypotheses are: “Lovemarks have a potential to be more appealing to customers than brands”; “The shift from a brand to a lovemark can be realistically performed with the usage of creative marketing techniques” and “A cohesive approach thanks to a modern and innovative branding manual might result in a stronger brand.” The theoretical part of the Thesis covers the theoretical branding base, focused on terminology, history, customer behavior and its changes in the modern digital age, and the concept of lovemarks both from the psychological and marketing point of view. The practical part consists of the exploratory probe aimed to test the hypotheses in more details, and the Branding Manual designed by the author and based on both extensive theoretical research and survey results. Results of the probe explicitly show that nowadays customers do have a high level of loyalty and are experiencing strong emotions of love towards specific brands, while modern marketers recognize the need to adjust their activities to the changes in the communication and behavioral patterns of nowadays customers. Furthermore, the marketers provided with the creative ideas of how to go from a brand to a lovemark that were carefully analyzed and structured into a creative state-of-the-art Branding Manual that can be used in the field for training, instructions and as a reference point.

Keywords

brand attachment, branding, branding manual, consumer behavior, customer loyalty, digital marketing, lovemarks, marketing, mobile branding

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2018

Thesis defence

• Date of defence: 7. 6. 2018
• Supervisor: PhDr. Ladislava Knihová, MBA
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication