# Lovemark: what it is and how it works · Zorraquino
> Lovemark is a branding concept describing a relationship of strong emotional affinity between a person and a brand.
URL: https://www.zorraquino.com/en/dictionary/branding/lovemark.html

# Lovemark

Lovemark is a branding concept describing a relationship of strong emotional affinity between a person and a brand. It is used to explore connections that go beyond awareness or a functional assessment

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is not an objective category that a company can award itself or a guarantee of growth. Affinity should be distinguished from availability, purchase and recommendation. In [branding](https://www.zorraquino.com/en/dictionary/branding/branding.html), its usefulness lies in investigating what the brand means to its audiences and which experiences sustain that connection.

Also known as

brand love

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand loyalty](https://www.zorraquino.com/en/dictionary/branding/brand-loyalty.html)
- [Top of heart](https://www.zorraquino.com/en/dictionary/branding/top-of-heart.html)
- [Emotional benefits](https://www.zorraquino.com/en/dictionary/branding/emotional-benefits.html)