South Africa’s first Lovemark survey identifies the leaders in eight brand categories, writes Tony Koenderman

(From AdReview 2009)

A Lovemark is more than a brand. Kevin Roberts, the worldwide CEO of Saatchi & Saatchi says it’s the future beyond brands; a product, service or person inspiring, in a truly brilliant phrase, “Loyalty Beyond Reason”.  (Roberts, devised the concept of Lovemarks, and has made it the touchstone of his network.)

Loyalty is a word loosely interpreted in the marketing world. Consumer loyalty, brand loyalty or whatever loyalty you favour is generally nothing more than a choice made on the basis of current satisfaction. You are a regular buyer of your chosen brand of baked beans as long as it delivers the combination you require of price, quality and image. But that’s not real loyalty. If any of these ingredients is missing, if price does not equal value, you’ll switch to a rival brand at the drop of a can opener.

Real brand loyalty is epitomised by the loyalty of a football fan. He’ll support Manchester City or the Springboks through thick or thin, through good times and bad, believing in them even when they fall to 16th in the league, or eighth in the world rankings.

Loyalty beyond reason. A key component in being a Lovemark.

Lovemarks attract consumers, they owe little to traditional marketing techniques, and much to how they make the consumer feel.  Lovemarks use Mystery, Sensuality and Intimacy to develop a relationship with the consumer.  She is curious, excited, comfortable with her Lovemark.

The Saatchi & Saatchi Lovemarker model divides the brand landscape – let’s call it the brandscape – into four quadrants (see diagram), each offering a mix of love and respect.

Low respect and low love is the zone of Commodities. Brands have high respect but low love; Fads enjoy high love compromised by low respect. Lovemarks have high love and high respect.

South Africa’s first Lovebrands were established by research conducted for Saatchi & Saatchi by TNS Research Surveys among a demographically representative sample of 2000 urban adults.

Eight brand categories were examined, and questions were asked about the respect for the brand, and whether it was loved, liked, or tolerated. For example, a ‘respect’ question was, “This brand has a good reputation”. Do you agree, disagree or have no opinion? A ‘love’ question was, “This brand is in touch with people like you.”

The top Lovemarks are:

Petrol: BP is the only Lovemark. Engen, Shell and Caltex qualify as brands, but Sasol, Total, Exel and Zenex are mere commodities.

Food and convenience stores: Pick n Pay, followed by Shoprite. Woolworths and Checkers are brands, and the rest commodities.

Cars: BMW, followed by Toyota. Mercedes-Benz, Volkswagen and Audi are brands.

Beer: Castle Lager was the leader, but Amstel, Carling and Hansa were all Lovemarks too.

Facial skin care: Vaseline Intensive Care was the only one. Surprisingly, Dove and Olay are the only commodities.

Cellphones: Nokia is the only Lovemark, Samsung the only brand.

Chocolate: Cadbury’s and Cadbury Dairy Milk are the only Lovemarks.

Clothing retailers: Edgars stands out.