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Published in:
2013 | OriginalPaper | Chapter
Introduction
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Much as two parents offer unconditional love to their children, a “loved” brand offers unconditional love to its specific audience. And just as with parents, such a brand should not expect any return of that love. Instead, if it treats its loved ones with true care and attention, then they will – we believe – come to understand the brand’s values and beliefs. And when they come to share those values and beliefs, they will return the brand’s love to it.