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
The promise of quality --> The touch of sensuality
Symbolic --> Iconic
Defined --> Diffused
Statement --> Story
Defined attributes --> Wrapped in mystery
Values --> Spirit
Professional --> Passionately creative
Advertising agency --> Ideas company

The fact is that lovemarks are created and owned by the people who love them where you have a customer in love, you have a lovemark!

Another important aspect is language. "One of the things that we all learn in our business careers is that language matters.... If you describe something or name something accurately, that coinage becomes not just a marketable product, it fundamentally changes the c=conversation, and the people begin to reframe the way they think and talk to each other. They begin to create categories in their own business experience they didn't even know existed".