Before to start this article, let’s present what is exactly the concept of Lovemarks.

Lovemarks is a concept used to reveal deep feeling that consumers could have for a brand; how brand inspire them.
“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.” (source: www.lovemarks.com )
It is based on the following aspects: Mystery, Sensuality and Intimacy. Before to evaluate a brand through these characteristics, it is crucial to be sure that the brand is respected. If it’s not the case, that’s mean the brand cannot be a Lovemark.
This brand concept was created by Kevin Roberts, CEO of the famous advertising agency Saatchi & Saatchi.


To establish if a brand is a Lovemark, there is as tool:  the Lovemarker .


As we can see the Lovemarker is divided in 2 parts: “Respect” (to valid before to move on the second part) and “Love” included the 3 ingredients of Lovemark. Brand needs to get at least 41 points in total to be considered as a Lovemark and get minimum 25 points to Respect.

To determine if Swatch and Ice Watch are Lovemarks we used this tool. Because many people didn’t know the brand Ice Watch and because we didn’t get lot of time for doing this survey, we reached to interview just 34 people.

By analyzing the results, we can observe that 100% of respondents know the brand Swatch but for the brand Ice Watch only 74% know it.


Many people don’t know the brand Ice Watch or thought it was a Swatch’s umbrella brand. We can explain this misunderstanding by the fact that Ice Watch look like and was inspired by the Swatch watches style and brand name.


On the following charts, we took for each criteria, the score (Hot, Warm, Cold) which get the higher percentage.

Ice Watch:



We can notice that Ice Watch didn’t reach the 25 points for the “Respect” part, all criteria are Warm or Cold except 2, Identity and Efficacy. Regarding, the “Love” part, Ice Watch has no “Hot” score. The brand has to work on Respect and on all Lovermark’s characteristics to become a Lovermark.

Swatch


Swatch is perceived as performant and trusted brand. The brand could work more on the reputation, but it reached the 25 points. For the “Love” part, Swatch has quiet good results in particular in mysteries and intimacy parts, but should work more on the “touch” criteria.

With all results from Lovermarker, we noticed that majority of respondents consider Swatch as a Lovemark (until 54 points). Whereas Ice Watch has results lower than 41 points therefore it is not a Lovemark.

SOCIAL MEDIA

Even if Ice Watch is not a Lovemark, both brands have a very high awareness whether we check social media figures (on the 5th December 2013 at 10:52PM):

Swatch gets:
  • On Facebook, just in France 3,084,456 likes · 50,204 talking about this · 409 were here
  • On Twitter, 2 726 tweets, 901 following, 19 530 followers
  • On Pinterest, 38 boards, 2544 pins, 99 likes

When Ice Watch gets:
  • On Facebook, overall 4,957,138 likes, 124,718 talking about this.
  • On Twitter, 1 636 tweets, 229 following, 5 280 followers
  • No official Pinterest



C.G

Sources:
  • https://www.facebook.com/ice.watch?ref=ts&fref=ts
  • https://www.facebook.com/SwatchFR?fref=ts
  • http://www.lovemarks.com
  • Survey 12/2013 - online questionnaire realized by us.
  • https://twitter.com/swatch‎
  • https://twitter.com/IceWatchBrand‎
  • https://www.pinterest.com/swatchwatches