First of all, you are probably wandering what is a Lovemarks.
Well, a Lovemarks is a marketing concept that is intended to replace the idea of brands in the long run. The idea was generated by Kevin Roberts, the Corporate Executive Officer of the well known advertising agency Saatchi & Saatchi. Who besides detailed the concept in a book of the same name: The future beyond brands : Lovemarks (2004). In the book Roberts claims, “Brands are running out of juice“. Actually, he considers that love is what is needed to rescue brands. He asks, “What builds Loyalty that goes Beyond Reason? What makes a truly great love stand out?” . A concept which can be related with the new form, tools and concept of marketing, meaning crowdsourcing, marketing responsible or 3.0 and also with the co-branding with customers. A concept which explain how brads can become more that just a tag name. How marketers can create relationships with their customers by involving them and raising emotions. Indeed, a love brand is a brand which is able to reach the heart and the brain of consumers in the same time.
With the aim to discover if Burger King was or not a Lovemark, we conduct the test on 88 subjects. We can read here bellow the details of this study.
R-E-S-P-E-C-T
Performance: Quality and innovation are the strongest characteristic of Burger King in term of performance.
Trust: Security and ease scored hight in this area. However, the brand does not appear to be sustainable and open enough. Even though she is reliable.
Reputation: This part is the one in term of respect which is the lower. In fact, the people who take this test seems to think that the fast food is efficient but lack of leadership.
L-O-V-E
Mystery: This part of the Lovemarker is the one which have the highest score. In fact, Burger King is a brand which inspire people regarding our sampling of study . Moreover, The myths and icons on which the brand is built seems to be clear to the customers.Therefore, the brand do not make them dream or feels nostalgic.
Sensuality: In term of sensuality the Burger King scored poorly even though the smell and touch are appealing. Some how, people are not enough touch trough their senses. Which is a shame for a restaurant.
Intimacy: And it is worst when it come to intimacy. Actually, people doesn’t feel so connected with the brand.
To conclude, Burger King is indeed a Lovemark since the fest food chain have the respect and the love from his customers. Nonetheless, the brand identity and the emotional part of the brand need to be more deeper. Actually, they have to work on the LOVE part and more precisely the mystery and sensuality aspects. But in the other hand the RESPECT part is strongly represented and show the trust that the clients have for the brand.
Source: http://www.lovemarks.com/index.php?pageID=20015&lovemarkid=309
This is a screen shot from the website lovemarks.com which, clearly show us that indeed the brand is considered as lovemark with more than 41 point. Actually, the fast-food restaurant score here 88 points. Regarding, Lovemarks.com, is a place for promoting and perpetuating awareness of Lovemarks around the globe and creating emotional connections with consumers by allowing them to share their Lovemark stories. Lovemarks are the future beyond brands, in fact they are those brands that customers respect and end up loving. Because, they deliver beyond their expectations of great performance. In definition, a Lovemarks have to reach their heart as well as their mind, creating an intimate and emotional connection that they can’t live without.
Author: Marvy Lungyeki
Editor: Bingying Zhang
Editor:Viriginie Mialon
In order to know if McDonalds is a Lovemark we decided to administrate this study towards 85 person. The results show that the brand is a Lovemark with an average of 41 points. Below the detail of this analyze:
– Performance: The average is about 7,5/10. What greatly influence the result is the innovation and the identity of the brand which are highly scored.
– Trust: The average is about 7/10. Most of people think that it is easy to reach the brand because it is an open and easy brand, nethertheless, we can noticed a kind of skepticism regarding the security. People don’t always feel secure regarding the way Mcdonald’s product are made.
– Reputation: The average is about 5,5/8. For a lot of the people we interviewed the brand is leader in its sector. It can however increase it share of responsability towards the quality of the brand.
– Mystery: The average is about 7/10. Mcdonalds is viewed as a mysteric brand with a strong history. But unlike some of its competitors (eg Burger King) the mystification and the dream are less impacting.
– Sensuality: The average is about 9/10. This results show that the customer’s experience is almost perfect. The client recognizes that he had a specific experience when he is in a McDonalds’ restaurant.
– Intimacy: The average is about 5/6. McDonalds has its own community with client whose follow the brand and its trends. A real passion appears.
In conclusion, McDonalds has the two characterics of a lovemark (Respect + Love) but few progress still have to be made in order to attrack more and more fans.
This is a screen shot from the website love marks.com. The fast food restaurant scored 163 point which is huge McDonalds is a love mark. A lot of customers respect it and love it and a lot of good expectations are delivered. Nevertheless, even if a lot of customers seem to love the brand, the website scored 211of lose it which is higher than the points according to the love it part. In fact, this site is american and we can see how interesting is the differences between reaction of people toward their emotion and intimacy to the brand. It seems that mcdonalds has a lower good image in other countries specially countries in which we can found burger king.It is a controversial brand : this is due to the fact that Mcdonalds is more perceived like junk food than quality food.Burger king really communicate on the quality of their product unlike McDonalds.
McDonalds is trying to reach easy targets [children for example] in the expense of other important point in conclusion, Mcdonalds should reconsider its strategy of love mark specially when their are competing with other fast food like burger king.
Author: Sandra Essafi
Editor: Maya Al Chaarani
Burger War 