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Cult Branding

Cult Branding

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Published by jithucary
Cult branding - Indian perspective
Cult branding - Indian perspective

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Published by: jithucary on Sep 08, 2009
Copyright:Attribution Non-commercial


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Term Paper on
Submitted to
Prof. Ramanujam Sridhar on3
Aug 2009
Submitted by
Saurav Chakladar (PGDM-8044)Deepansh Agarwal (PGDM-8073)Diptikanta Satpathy (PGDM-8074)Kapil Kapoor (PGDM-8081)Jithin (PGDM-8079)
Cult Branding
In this paper, we have discussed about brands that have a very loyalcustomer base. These brands do not just treat their customers as customersbut forge a very special relationship with them to win them over for a lifetimeand make them very active evangelists for the brand. These brands do not just sell products. They sell an all engrossing lifestyle and offer solution for what a customer wants to achieve. These brands are called Cult Brands. Wehave also tried to identify certain brands in India that have a potential of becoming a cult brand and the steps that these brands have taken and shouldtake in order to develop a very loyal customer base. We begin the study byexamining what a cult is.
What is a Cult?
Cult refers to a cohesive social group and their devotional beliefs or practices,which the surrounding population considers to be outside of mainstreamcultures. The surrounding population may be as small as a neighborhood, or as large as the community of nations. They gratify curiosity about, take actionagainst, or ignore a group, depending on their activities, perception of peopleabout them and other factors like reputed similarity to cults previouslyreported by media.Cults can be divided into two types based on their activities and perceptionsthat the outside population forms about them:
Negative cults
These are the cults that harm, hurt, manipulate, and often brainwash their members. The leader of a destructive cult doesn't really care about the wellbeing of the members. Some of the examples of such cults may be Ku KluxKlan, Nazism etc.
Positive cults
These are the cults that help fill the emotional needs and wants of their followers in a positive way. They and their followers enjoy a mutuallybeneficial relationship, with both receiving a real sense of satisfaction,accomplishment, belonging and enlightenment from the relationship. Some of the examples of such cults may be Red Cross, PETA etc.Now that we have discussed what a ‘cult’ actually means, let us also find outwhat the word ‘brand’ stands for.
What is a Brand?
In the words of Bolivar J. Bueno, the co-author of 
‘The Power of Cult Branding’ 
, “a brand is all the emotions and ideas associated with a product or service that create a distinct customer experience. It includes all things real or perceived, rational or emotional, physical or sensory, thought or felt, whether in form or function, planned or unplanned.” Simply put, it means
a brand iswhat it does
. Therefore, a brand refers to all the instances when a product or a service interfaces with a customer and all the good and bad or worst still,neutral perceptions that exist in the consumers mind regarding it.Successful brands are credible, meaningful, unique, holistic, sustainable,clear, and consistent. They add value to the customer experience across alltouch points, and are trusted because they consistently deliver their promise.Today brands have become such an important factor in people’s lives thatbrand affiliations seem to decide who you are. Brands, rather than justbecoming a tool for differentiating one product from the other have becomethe extensions of a person’s personality. Brands are being used by people toconvey to the world what they stand for and what they want to achieve.Therefore, the scope for brands is becoming narrower every day and they

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