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The Loewe Image brochure, with the brand's central theme The only rule is that there are no rules, is divided into different sections symbolically representing the competition between the quality-oriented premium Loewe brand and the price / volume-oriented mass market brands. The chapter The rules describe basic principles of these latter brands, which Loewe aims to set its brand personality apart from. The chapter Against the rules highlights how Loewes style, poise and performance set it apart as a quality-oriented brand. The chapters themselves delve into valuable product and technology highlights offered by the Loewe brand.