Got Your Lovemark?
The book is a collection of ideas and examples that would inspire companies in emerging markets looking to build brands and markets anywhere. (The authors’) approach to brand building is also fascinating, especially when they trace companies such as LG in the US; how it became a leader. It did not place products in Walmart but in Sears to register its brand as a premium one. Here, the authors feel the brand really matters and we need to identify with the best through colours, logos, shapes, etc., which denote quality, leadership and, above all, trust. Interestingly, they put the overall impact as a pyramid that starts from a trademark and evolves to a trust mark and matures to a lovemark. An innovative way.