Frankfurt - The annual Saatchi & Saatchi Lovemarks Award was presented to its first recipient, Johannes C. M. Mühl (graduate of business administration), at the University of Mannheim on Saturday.
Mühl scientifically and empirically examined the Lovemarks concept, which was developed by the CEO of Saatchi & Saatchi Worldwide, Kevin Roberts. First, Mr. Mühl explored the causal structures of Lovemarks and then examined various hypotheses on the postulated impacts as a second step. As the central result of his thesis, Mühl came to the conclusion that both core dimensions of the Lovemarks model – Brand respect and brand love – are empirically confirmed.
The Lovemarks theory explains why some brands manage to develop a long-lasting emotional bond with the consumer. According to Michael Samak, CEO of Saatchi & Saatchi Germany, who presented the award, “It’s easy to understand that finding the right partner is based on emotions. The fact that a person’s choice of house, car, mobile phone or equity fund also cannot do without emotions has now been scientifically proven. It will only develop into a passionate relationship through mystery, sensuality and intimacy. Johannes C. M. Mühl is a worthy recipient of the Saatchi & Saatchi Lovemarks Award. He already made a positive impression with his scientific and precise approach and love of detail during his research work here.”
Prof. Dr. Hans H. Bauer, professor of Business Studies and Marketing II at the University of Mannheim and scientific director of the “Institut für Marktorientierte Unternehmensführung” (Institute of Market-oriented Business Management) at the University of Mannheim assesses the scientific study as ‘outstanding’. “With the concept of Lovemarks, Saatchi & Saatchi is acting upon the current trend of emotionalising brand management,” he said. “In our empirical study to validate the Lovemarks concept, we were able to determine that the Lovemarks thought can be scientifically proven.”
Johannes C. M. Mühl explains: “The fundamental thought behind my thesis was to explore the most effective tool possible for marketing – the mythology of brands and marketing management seemed to be ideal for this purpose.”
Daniel Heinrich, a graduate of business administration and research associate in the department of Business Studies and Marketing II as well as advisor of Mühl’s thesis continues: “As emotional relationships between consumers and brands are a focal point of research in our department at the university, this study in cooperation with Saatchi & Saatchi has resulted in a great gain of knowledge for us. Mr. Mühl’s work on his thesis has supported us with valuable research and has provided us with new insights that will lead to further exciting research topics.”
The Lovemarks Award for extraordinary scientific studies, which will be awarded annually, was presented during the 2008/2009 graduation ceremony of the Faculty for Business Studies. Mr. Mühl is the first recipient of this award.
Saatchi & Saatchi collaborates with several renowned national and international universities such as the University of Mannheim, which is recognized as a leading academic institution in several rankings, and the Miami Ad School - the creative school that has received the most awards in the world.
Saatchi & Saatchi Germany is the Lovemarks Company that accompanies brands such as T-Mobile, Toyota, Sony Ericsson, dm-drogeriemarkt, Emirates, Pampers, Ariel, Voltaren, Otriven, Fraport, Volvo and SCHOTT Solar on their way to becoming a Lovemark.
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