author SOR, Published in the newsletter of Culture - Management - Policy, Raabe Verlag, November 2010 The brand is considered by many companies as the most important intangible value creator. She takes over "as a mental image in the minds of stakeholders, an identification and differentiation of function and characterizes voting behavior. "(Gabler economic lexicon). With a glut of products on the consumer market, it is an art to establish brands, outsmart the competition. Brands like Apple, Coca Cola, Nike, and Hello Kitty are creating so-called Lovemarks, which loyalty to the product beyond reason, far more than simply the price-performance ratio would be justified. What distinguishes this from other brands, is a very emotional Populated image and a corresponding brand image.
While it is a long way for marketers to a consumer at all brings emotions to everyday consumer products, the name, this is a property that cultural products is inherent. If you ask consumers of culture for the reason for your use of, the visit is often described as "uplifting," "emotional," "liberating," the experience as "spiritual." For culture makes it applies to use this marketing "lead" and to emphasize the emotions to the product brand and actively expand. The Lovemarks Marketing concept is a way to achieve this - with mysticism (great stories, associations of dreams, myths and symbols, inspiration), sensuality (by sound, sight, smell, touch and taste) and familiarity (through empathy, obligation and passion). The approach is always to emphasize that certain something that the brand, emotional also, and above all, apart from other products.
Ordinary marks are neither loved nor respected. They are simply replaced. Without the beloved Lovemarks, we do not believe life can be. So, get your culture brand to brand, Love!
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