A lovemark is a marketing concept that is intended to replace the idea of brands.

"[2] Roberts suggests the following are the key ingredients to create lovemarks:[3] Roberts explains the relationship between lovemarks and other selling concepts through a simple schema based on respect and love.

The full schema is as follows: mere products (commodities) command neither love nor respect.

Kevin Duncan describes the concept in more traditional marketing terms, noting that there are "two axes," one of which runs from low to high respect, and the other which runs from low to high love.

Duncan sums up the concept in one sentence: "Creating loyalty beyond reason requires emotional connections that generate the highest levels of love and respect for your brand.