Apple, Lego, and fritz-kola are likely among them; Spotify and Deutsche Bahn as well. Schleich, Deutsche Telekom, or Fisherman’s Friend, on the other hand, perhaps not. But what exactly distinguishes "lovebrands"? What sets them apart from brands that are merely well-known, popular, or valuable? And is it even possible to feel love for something as abstract as a brand?
What is certain is that lovebrands are simply impossible to kill off. A good 20 years after a clever advertiser coined the term, all sorts of brands still want to be lovebrands. And there is still intense "bullshit bingo" raging over whether lovebrands are just a clever marketing gimmick or, in fact, brands with supra-rational capabilities.
It is high time, therefore, to clarify the matter with a true expert. Michael Fretschner is a professor of marketing at the Nordakademie and explains to us why many common lovebrand rankings are bullshit. He tells us how one can nevertheless distinguish lovebrands from brands that are merely popular with scientific precision. Why it is enormously valuable to be a lovebrand—and how you become one, if you go about it the right way. Spoiler: Prof. Fretschner only has to pass on one question: What is true love?