Measuring Emotion - Lovemarks, The Future Beyond Brands

John Pawle and Peter Cooper

Our main purpose is to address these questions: how do emotions interact with and influence so-called “rational” processes; which are more important in brand communication and advertising? We first establish the importance of emotion in the consumer-brand relationship and then review how to measure emotion based on the thinking included in “Lovemarks” theory, i.e., that brands these days need not just to be respected but must also build a strong, loving relationship with consumers.

Measuring Emotion - Lovemarks, The Future Beyond Brands

John PawleQiQ International LtdPeter CooperCRAM and QiQ International Ltd

INTRODUCTION-LOVEMARK THEORY

Advertising and communication need to reflect the ways in which consumers have changed. Emotional intelligence is becoming more central to advertising development. As differentiation on functional benefits get closer and closer with technical advances in product performance, differentiation on emotional benefits becomes more and more crucial. Market research also needs to transform itself to meet the challenge of measuring emotion.

Once such theory of modern branding is the theory of "Lovemarks"...

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