This paper aims to be a theoretical contribution to the understanding of underlying psychological processes of Kevin Roberts' lovemarks concept that, in the marketing field, replaces brands, as we know it. The first section provides a brief story of branding evolution from a marketing and consumer psychology perspective. In the second section, Roberts' lovemarks theory is explained, along with its components, the love/respect axis and mystery, sensuality and intimacy characteristics are analyzed. In addition, other branding literature authors and several successful applied cases are presented to support the theory. The third section is about the identification and analysis of the psychological aspects and processes that are relevant in lovemarks formation: perception, memory, individual and social motivation, and emotion. The fourth and last section is about the conclusions and implications in a consumer-brand relationship. Resumo O presente trabalho é uma reflexão teórica que procura contribuir ao entendimento dos processos psicológicos subjacentes na teoria de Kevin Roberts acerca das lovemarks que, ao interior da mercadologia, tem procurado substituir a ideia tradicional que se tem ao respeito das marcas. A primeira parte proporciona uma introdução ao respeito da evolução das marcas desde uma perspectiva psicológica e de mercado. A segunda parte exprime a teoria das lovemarks e os seus componentes: o eixo amor/respeito, as características de mistério, sensualidade e intimidade. Adicionalmente, esta teoria é suportada pela literatura complementaria e casos de sucesso. A terceira parte corresponde à identificação e analise dos processos psicológicos que exprimem a formação de uma lovemark: percepção, memoria, motivação individual e social e emoção. A quarta e última parte contem as conclusões e as implicações na formação da relação marca-consumidor. Palavras chaveLovemarks, relação marca-consumidor, paixão pela marca, processos psicológicos do consumidor, mercado. ResumenEl presente trabajo es una reflexión teórica que busca contribuir al entendimiento de los procesos psicológicos subyacentes en la teoría de Kevin Roberts sobre lovemarks que, dentro de la mercadotecnia, ha buscado reemplazar la idea tradicional que se tiene sobre las marcas. La primera parte proporciona una introducción sobre la evolución de las marcas desde una perspectiva psicológica y de mercadeo. La segunda parte explica la teoría de lovemarks y sus componentes: el eje amor/respeto, las características de misterio, sensualidad e intimidad. Adicionalmente, se soporta esta teoría a través de literatura complementaria y casos de éxito. La tercera parte, corresponde a la identificación y análisis de los procesos psicológicos que explican la formación de un lovemark: percepción, memoria, motivación individual y social y emoción. La cuarta y última parte contiene las conclusiones e implicaciones en la formación de la relación marca-consumidor. Palabras claveLovemarks, relación marca-consumidor, romance por la marca, procesos psicológicos ...

While engineered, operated and monitored properly, Cuttings Re-Injection or Waste Injection (WI) -injection of drilling generated waste into selected subsurface formations through initiation of disposal fractures -has proven to be an environmentally friendly and cost-effective waste management technology allowing compliance with "zero discharge" requirements. Areas where it is becoming the technology of choice are continuously expanding and the FSU (Former Soviet Union) is not an exception. The first WI project in this region started in Russia (offshore Sakhalin) in 2000 and then was followed by projects in Azerbaijan (ACG) in 2006 and mainland Russia (Western Siberia) in 2008 1,2,3 . To date, more than 4.5 MM barrels of waste have been safely injected in the region with extremely low NPT -0.01%. Karachaganak is a giant gas-condensate field in Kazakhstan operated by KPO. Re-injection of drilling generated waste into a selected subsurface formation has been under investigation as a potential waste management option for the field for a few years. Lithostratigraphy and geological characteristics of sub-surface formations were investigated to identify availability of suitable intervals for cuttings injection. Further, a feasibility study identified thick interbedded sandstone/claystones of the Triassic and Upper Permian, as suitable for WI purposes. Hydraulic fracture simulations showed containment of disposal fractures within the target injection intervals and indicated sufficient disposal capacity of selected formations. Once the potential disposal formations were identified, the basic surface equipment and facilities capable of safely handling expected drilling waste was designed. Additionally, as there was no actual precedence of WI technology implementation in Kazakhstan, local regulations were briefly reviewed. Summarizing, the given paper outlines results of feasibility investigation and required surface facility and equipment parameters for WI technology implementation in the Karachaganak field.