According to Kevin Roberts “LoveMark” concept, companies can transcend to something much more advanced, then commodity. They can influence consumers in a way, that creates emotional binds with them. We’ve conducted a study to define, whether Renault or Volkswagen correspond to such terms. Here goes the data:
The overall average result of the Lovemarker for Renault after surveying people is: 39,57. Hence, according to the evaluation criteria, proposed by Kevin Roberts, Renault is a brand. These results appear to be very surprising. Renault definitely has potential to be considered as a Lovemark.
The lowest result received was 33. The highest result received was 54. Hence, while for some Renault is a commodity, for others it can be regarded at as a lovemark. Renault loses points in the categories “mystery” and “intimacy”.
For the Volkswagen the overall average result of the Lovemarker for Volkswagen after surveying people is: 50,45
Hence, according to the following diagram, Volkswagen is a lovemark.