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  • Love Respect Presentation

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    aduggal
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    The document discusses different types of customer relationships based on levels of love and respect. It defines four categories: [1] Low Love/Low Respect relationships are essential transactions with little brand loyalty; [2] High Love/Low Respect involves trends and fads with fun but not loyalty; [3] Low Love/High Respect focuses on functional benefits but lacks desire; [4] High Love/High Respect forms deep emotional connections and is ideal as a "Lovemark" brand.

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    The document discusses different types of customer relationships based on levels of love and respect. It defines four categories: [1] Low Love/Low Respect relationships are essential transactions with little brand loyalty; [2] High Love/Low Respect involves trends and fads with fun but not loyalty; [3] Low Love/High Respect focuses on functional benefits but lacks desire; [4] High Love/High Respect forms deep emotional connections and is ideal as a "Lovemark" brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    38 views3 pages

    Love Respect Presentation

    Uploaded by

    aduggal
    The document discusses different types of customer relationships based on levels of love and respect. It defines four categories: [1] Low Love/Low Respect relationships are essential transactions with little brand loyalty; [2] High Love/Low Respect involves trends and fads with fun but not loyalty; [3] Low Love/High Respect focuses on functional benefits but lacks desire; [4] High Love/High Respect forms deep emotional connections and is ideal as a "Lovemark" brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    The Love/Respect Axis

    LL (Low Love. Low Respect): Commodities, public utilities, low value transactions, essential to our lives but going nowhere. Zero brand heat. EG: Postal (but Airtel wanted to do it). Electricity (But NTPC wanted to do it). More please ??? HL (High love. Low Respect): Fads, trends and infatuations. Hairstyles and Pop Stars. Customers have a lot of fun down here but low levels of Brand Loyalty.

    The Love/Respect Axis Contd


    LH (Low Love. High Respect): Here major brands are stuck. Functional benefits, solid performance, and following "er" or est theory. Newer, better, stronger, bolder and cheaper. Needed but not desired. What has to be done? Examples please??? HH (High Love. High Respect): This is Lovemark territory. Here deep emotional connections are made with customers. Remember only the customer can decide Lovemark status.

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