Mrs Abhipsa Vagadia

Marketing & IB
Developing cult Brand in India
Introduction

 What is Brand ?
 What is cult brand ?
 How to create iconic brands?
 What’s your brand path?
Brand

 “Tangible and intangible attributes of a

product or a service create influence and
generate a value for a company, the person
using the product and seller”
 A brand can take many forms, including a
name, sign, symbol, color combination or
slogan.
 “The brand is thought”
What is cult brand?

 Few special brands that take popularity at

different level, these are called cult brand.
 Cult brand sell lifestyle, not just product or
service.
 Cult brands are normally all open and
inclusive companies.
 e.g MTV channel
Seven rules of cult branding
 Consumer want to be part of a group that is
different
 Inventors show daring and determination
 Sell lifestyle
 Listen to follower
 Cult brand are inclusive.
 Promote personnel freedom and draw power
from their enemies.
 Always create customer communities
Mass Brand Iconic Brand & Niche Brand

 Large brand with rational association are

Mass Brand
 Large brand with emotional association are
Iconic Brand
 Small brand with Rational association Niche
brand
 Small brand with emotional association are
Cult brand
What ‘s your Brand path?
Rational association

Mass Brand Iconic Brand

Large follower

Niche Brand Cult Brand

Small follower

Rational association Emotional association

Harvest communication tool brandpath TM
What ‘s your Brand path?
Rational association

Mass Brand Iconic Brand

Wal-Mart, Toyota, Coke, Nike, Walt Large follower
Nokia Disney. McDonald

Niche Brand Cult Brand

BIG FM, AUDI,BOB Beetle, Oprah Small follower
Winfrey show,
MTV, Harley
Davidson, Big bite
Rational association Emotional association
Harvest communication tool brandpath TM
Thank you