Chapter 5 is about respect. One of the main quotes is that "Respect is love in plain clothes". The chapter goes on to name 15 respect criteria then states: "Don't even think about Lovemark status unless you can tick off each and every item on this list."
The following chapter is an introduction to where the lovemark concept came from. Here's a summary of the differences between brands and Lovemarks:

Brand --> Lovemark
Information --> Relationship
Recognised by consumers --> Loved by people
Generic --> Personal
Presents a narrative --> Creates a love story