Prof. Dr. Suzanne C. Beckmann (Copenhagen Business School)
- Date: 15.10.2008
Location: Room 024, Ludwigstraße 28/RG
It takes two to tango - Consumers and their relationships with brands
In 2000, Saatchi & Saatchi’s CEO Kevin Roberts introduced the lovemark concept to the business and advertising world (www.lovemarks.com). In 2001, representatives from Saatchi & Saatchi offices around the world met to work on launching the concept both externally and internally. Following this, the concept’s rationale has been refined and expanded, with emphasis on developing a quantitative measurement instrument (at Saatchi & Saatchi Copenhagen where the author was Strategic Planning Director from 2000-2002), which allows to position a given brand in relation to the ultimate goal of being a lovemark within its target group. This presentation explains how the concept is grounded in brand management and relationship marketing. A brand performance model and results from several studies are presented, issues of academic versus practitioner approaches addressed and measurements challenges discussed.