Conference presentation, 2013

1. LOVEMARKING STRATEGIC DATA
MINING MODEL
Peter J Stavroulakis
3RD INTERNATIONAL CONFERENCE ON QUANTITATIVE AND QUALITATIVE METHODOLOGIES IN THE
ECONOMIC AND ADMINISTRATIVE SCIENCES
MAY 23-24 2013 , TEI OF ATHENS, GREECE

2. Lovemarks
•Products: Commodities
•Brands: Functional
benefits but no consumer
emotional attachment
•Lovemarks: Emotional
connection with the client
•Fads: No survival despite
popularity
Roberts & Lafley (2005)

3. Depiction

4. What exactly would we consider a
lovemark?

5. “Corporate brands represent the
growing effort of corporations at
branding themselves somewhat
independently of their product lines”
Lair, Sullivan & Cheney (2005)

6. Where will the Corporate Brand be
situated?
Lovemark
Neutral Feelings
Negative Attitude (hatemark)

7. What about our Brands?

8. The individual Brands

9. Where will the Brand be situated?
lacking awareness
no brand awareness
somewhat loyal
brand awareness
brand loyalty

10. The LSDM matrix formulation

11. The LSDM sectors

12. Sector nomenclature
• Neglected Child: The
firm may have
undermined said
product
• Incarcerated Uncle:
Probably the less
appealing state

13. Sector nomenclature
• Life Partner: The
product is a life
partner for the
segment of the client
base.
• Mother-In-Law: The
market members
select the product but
will probably be the
first to formulate a
strong churn trend

14. Neglected Child eventuality

15. Applications
 Strategy formulation
 Effectiveness monitoring
 Comparison of product families and specific
brands of the firm
 Data mining, mapping and clustering of the
client base or target market
 Static and dynamic form

16. Future Directions
 Research of applicability
 Range of applications
 Usability investigation

17. Thank you for your attention!