The current issue presents a collection of materials of the 3rd International Transdisciplinary Scientific and Practical WEB-Conference ‘Connect-Universum – 2016’ “Digital Nomadism as a
Global and Siberian Trend” held at National Research Tomsk State University (May 24–26, 2016).
The scientific works created as a result of collaboration between the Department of Social Communication (TSU) and Department of Advertising and Public Relations (TSPU) have been published and are now available to the reader.
Lovemarks is a marketing concept that is intended to replace the idea of brands. A lovemark is a brand that we recognize; it has a large loyal audience and causes true love. In the current world of marketing, there are a lot of brands that use the concept of lovemarks behind their marketing strategies. The most famous examples are Apple, Starbucks, Coca-Cola, Adidas, Nike and IKEA.
You don't need millions of advertising budgets to become a lovemark, but a bright feature, which will make buyers love you: quality, price, interior or professionalism of employees. For example, the iconic Harley-Davidson attains reputation of the symbol of freedom and unlimited roads. Purchasing this motorcycle gives you an opportunity to enter into the club of the elected.
We all sooner or later come across design. Someone as a mediator between an employer and designer, someone has to make designs when creating a post in Facebook or Instagram. So, does an advertising specialist need design?