Cult Branding Sr.No Topic Pg.No01 Design ofStudy 0102 Branding 0203 Market Segmentation 0604 Cult Brands 1105 Seven Golden Rules of Cult Branding 220 !ine Cult Brands 360" #$e %ndian Cult 570& Case Study on 'arley( Davidson 6409 Conclusion 751Cult Branding Design of study)*+e,tive of study #o study a*out *rands #o kno- regular *rand is transformed into a ,olossal Cult movement. #o understand Cult *rands / kno- a*out t$e Glo*al / %ndian Cults. #o understand im0a,t of Cult *rands $ave on 0eo0le.S,o0e#$e 0ro+e,t fo,uses on t$e study of Cult Brands found in glo*al markets t$roug$ ,olle,tion of se,ondary information regarding it Met$odology1ll t$e information2 data2 ,ases gat$ered and analysed is from se,ondary sour,e like maga3ines2 *ooks2 internet2 et,4 . 2Cult Branding BRANDING3Cult Branding )rigin of Brands#$e origin of t$e term 5*rand6 in its ,ontem0orary sense is relatively ne-. #$e termderives from t$e 0ra,ti,e of indeli*ly marking or stam0ing 0ro0erty2 usually -it$ a$ot iron. Cattle or s$ee0 -ould *e marked t$is -ay2 *ut it -as e7ually a means ofsignalling disgra,e. Criminal -ould *e 5fi8ed -it$ a mark of infamy6 using a $otironor tattoo. Brandingt$ereforesignalledaloss of esteemt$at ,ouldnot *erestored and ,ould *e 0u*li,ly re,ogni3ed. )ne still talk of 0eo0le *eing 5*randed a9iar6. Branding is 0rin,i0ally t$e 0ro,ess of atta,$ing a name and a re0utation tosomet$ing or someone. %n t$e mid 1&&0:s2 t$ere -ere no *rands and little 7uality ,ontrol *y manufa,turers.;$olesalers $eld 0o-er over *ot$ manufa,turers and retailers. Manufa,turers $ad tooffert$e*est dealsto-$olesalersinordertoget t$eir0rodu,t distri*uted. #$is,reated a s7uee3e on 0rofits. 1s a result of t$is 0rofit s7uee3e some manufa,turersde,ided to differentiate t$eir 0rodu,ts from t$e ,om0etition. #$ey gave t$eir 0rodu,tnames2 o*tained 0atents to 0rote,t t$eir e8,lusivity and used advertising to take t$ene-s a*out t$em to ,ustomers2 over t$e $eads of t$e -$olesalers and retailers. #$us2t$e ,on,e0t of *randing2 in its ,ontem0orary sense -as *orn.;$at is a Brand ordan or 5>ust do it6. #$us a *rand name and t$e 0ositive asso,iation -it$t$at *rand makes one sele,tion easier and en$an,es t$e value and satisfa,tion oneget from t$e 0rodu,t.5Brand is a name, term, sign,symbol, or design, or acombinationof them, intendedtoidentifythegoods or serices ofonesellerorgrou!of selleranddifferentiate themfromthose ofcom!etitors"# The American MarketingAssociation5Cult Branding Brand 9oyaltyBrand 9oyalty is t$e degree to -$i,$ ,onsumer 0ur,$ases a ,ertain *rand -it$out,onsidering alternatives. Brand 9oyalty in its strongest form is des,ri*ed as *randinsisten,e? -$ere t$e ,onsumer refers to *e unsatisfied -it$ a su*stitute.1ll manufa,turers of *randedgoods -ant ,onsumer loyaltyi.e. t$e,onsumerss$ouldinsist ona0arti,ular*rand/a,,e0t noot$ersu*stitute. 1*randsmost0o-erful advantageisrootedin$umantenden,yto$a*itsandsti,ktoroutines.Most 0eo0le -ill *uy t$e same *rand over and over again if it ,ontinues to satisfyt$eir needs. ;$at *rand loyalty really is2 -$et$er t$e ,onsumer is ,ommitted one and t$e test isif $e or s$e -ill -ake u0 a mile to get it. %n ot$er -ords -ill t$e ,onsumer go toanot$er s$o0 and ask for it2 -ill $e or s$e leave t$e su*stitute *eing offered *y t$es$o0kee0er<

Cult Branding Market Segmentation"Cult Branding %ntrodu,tion to Segmentation#$e starting 0oint for dis,ussing market segmentation is mass(marketing. %n massmarketingt$esellerengagesint$emass0rodu,tion2 massdistri*utionandmass0romotionofone0rodu,erforall*uyers. 'enry@orde0itomi3edt$ismarketingstrategy-$en$eofferedt$eModel #5inany,olour2 aslongit isBla,k6. #$e0roliferation of advertising media and distri*ution ,$annels is making it diffi,ult andin,reasingly e80ensive to rea,$ a mass audien,e. 'en,e many ,om0anies turned tomarket segmentation. 1 ,om0any ,annot serve all ,onsumer in a *road market su,$as ,om0uters or soft drinks. #$e ,onsumer are too numerous and diverse in t$eir*uying re7uirements. #$e ,om0any needs to identify t$e market segments t$at it ,anserve more effe,tively.Sin,e no 0rodu,t or servi,e ,an 0lease every*ody marketers need to segmentt$e markets t$at offer t$e greatest 0otential for sales. By doing so2 marketers,an fine(tune t$eir mi8 in,luding advertising2 to mat,$ t$e needs2 -ants desiresof t$e target markets.&Cult Branding 9evels of Market SegmentationSegment MarketingA 1 market segment ,onsists of a large identifia*le grou0 -it$in a market -it$ similar-ants2 0ur,$asing0o-er2geogra0$i,allo,ation2 *uyingattitudeor$a*its. e.g. anauto,om0any mayidentify four *roadsegment ,ar *uyers -$oare 0rimarilyseeking *asi, trans0ortation or $ig$ 0erforman,e or lu8ury or safety.Segment marketing offers several *enefits2 1 ,om0any ,an ,reate a more fined tuned0rodu,t or servi,e offering and 0ri,e it a00ro0riately for t$e target audien,e for t$etargetaudien,e.#$e,$oi,esofdistri*utionand,ommuni,ation,$annels*e,omemu,$ easier. #$e ,om0any also may fa,e fe-er ,om0etitors in t$e 0arti,ularsegment.9o,al MarketingA%t means marketing 0rograms *eing tailored to t$e needs and -ants of lo,al,ustomers grou0s. Citi*ank0rovides different mi8es of *ankingservi,es inits*ran,$es de0ending on neig$*our$ood demogra0$i,s. Brafts $el0s t$e su0ermarkets,$ainidentifyt$e,$eeseassortmentsands$elf0ositioningt$at-illo0timiset$e,$eese sales in lo-2 middle and $ig$ in,ome stores2 and in different et$ni,neig$*our$ood. #$ose favouring lo,ali3ing a ,om0any:s marketing see national advertising as-asteful*e,auseitfailstoaddresslo,alneeds.;$ilet$oseagainstt$isstrategyargue t$at it in,reases t$e manufa,turing and marketing ,osts *y redu,ing e,onomiesof s,ale.CCult Branding %ndividual MarketingA #$e ultimate level of segmentation leads to 5segment of one62 5,ustomisedmarketing6 or 5one to one marketing6. Mass marketing is t$ee a*ility to 0re0are on amass *asis individually designed 0rodu,ts and ,ommuni,ations to meet ea,$,ustomer:s re7uirements. @or ,enturies2 ,onsumers -ere served as individualsA tailors made suits and ,o**lersdesigned s$oes for individuals. Mu,$ *usiness to*usiness marketing today is,ustomised t$e offers2 logisti,s2 ,ommuni,ations and finan,ial terms for ea,$ ma+ora,,ount:s. !i,$e MarketingA1 ni,$e is more narro-ly defined grou02 ty0i,ally a small market -$ose needsare not -ell served. Marketers usually identify a ni,$e *y dividing a segmentinto su* segments or *y defining a grou0 seeking distin,tive *enefits. D.g. t$esegment of $eavy smokers in,ludes t$ose -$o are trying to sto0 smoking andt$ose -$o don:t ,are.Segmentsarenormallylargeandattra,tseveral,om0etitors2 -$ereasni,$esarefairlysmallandnormallyattra,tonlyoneort-o. #$esesegmentsneedmore de,entrali3ation and some ,$anges in t$e -ay t$ey do *usiness. #$e 0revalen,e of ni,$e and even 5microniche6 marketing ,an even *e seen int$e Media. #$ere -as a 0roliferation of maga3ines Ein 1CC& t$ere -ere 1000first edition maga3ines laun,$ed F targeting s0e,ifi, ni,$es2 divided andsu*divided along t$e lines of et$ni,ity2 gender2 or se8ual orientationA B 1 G 2E Bla,k first Gay se,ondF is an !.G *ased first lifestyle maga3ines forBlac$%ay &en" Miami *ased Quince for 'is0ani, teenage girls.10Cult Branding !i,$e marketers 0resuma*ly understand t$eir ,ustomer:s needs so -ell t$at t$e,ustomers -illingly0aya0remium.Ferrarigets a$ig$0ri,efor its ,ars*e,ause *uyers feel no ot$er automo*ile ,omes ,lose to it.#$us 1ttra,tive !i,$e is ,$ara,terised as follo-sA #$e ,ustomer in t$e ni,$e$aveadistin,t set ofneeds2 t$ey-ill 0aya0remiumtot$efirmt$at *estsatisfiest$eirneeds2 t$eni,$eisnot likelytoattra,t ot$er,om0etitors2 t$eni,$er gains ,ertain e,onomies t$roug$ s0e,ialisation2 and t$e ni,$e $as si3e20rofit2 and gro-t$ 0otential.11Cult Branding !"T BRANDS12Cult Branding Meet Mister Mas#o$ %The Father of u#t Branding#$e ,onne,tion *et-een ,ustomer loyalty and ,ult *rands is an area t$at u0 untilno-$as *een filled -it$ lots of 7uestions and relatively fe-ans-ers. @ore8am0le2 onekno-st$at ,ertain*randsen+oyin,redi*le,ustomer loyaltyanddevotion. 1nd t$at t$e most loyal ,ustomers of ,ertain *rands -ill do seeminglyalmost anyt$ingtosu00ort t$eir ,$eris$ed*rands. But ;$yimmy Buffet $as gro-n into a ,ult *rand *e,ause $e foug$t $ard to ,reate andmaintain t$e ,ategory $is musi, *elonged to.1 ,ult *rand is not +ust different from ,om0etition *ut is insanely different. !o,om0etitor even ,omes ,lose to a ,ult *rand *e,ause any alternative to t$e ,ult*rand looks -oefully inade7uate.25Cult Branding Rule 2A Cult Brand %nventors S$o- Daring and Determination .#$e ,onsumers asso,iate so strongly -it$ t$e ,ult *rands *e,ause t$eir inventorsdare to *e different. %n t$e market -$ere all t$e 0rodu,ts look alike2 ,ult *randsstand a0art from t$e rest *e,ause t$eir inventors took risks and did not follo- t$e,onventional -isdom. #$ey $ave ,$allenged t$e ,onventional -isdom not onlya*out 0rodu,ts or servi,es *ut also a*out ,onsumer needs and -ants.Star #rek,$allengedt$e*elief t$at t$e0u*li,-asnot interestedin-at,$ingserious s,ien,e fi,tion.1nd t$is is 0re,isely t$e reason t$at Star #rek *e,ame so0o0ular.Star #rek fans are so involved -it$ t$e s$o- *e,ause of its real 0lot lines2real ,$ara,ters and real su*+e,t matter.%n fa,t Star #rek took its su*+e,t matter soseriously t$at t$ey invited s,ientist as a ,onsultant.=ery gadget in t$e s$o-s andmovies $ad some real s,ien,e *e$ind it2 a fa,t -idely a00re,iated *y t$e s,ientifi,,ommunity.Similarly2 )0ra$ ignored t$e ,onventional -isdom -$en s$e de,ided t$at $er s$o--ouldnot in,ludeta*loidto0i,sandofft$e-all guestsand-ouldofferonlysolutions2 not 0ro*lems. #$es,e0ti,s0redi,tedt$at t$ismove-ouldmakeitdiffi,ult tosurviveinfa,eof,om0etitionfromne-s2 moreoutlandis$0layers.)0ra$ignoredt$eses,e0ti,s2 ass$e*elievedt$at $er vie-ers-antedas$o--$ose ,ontent -as more fulfilling and -ent a$ead -it$ rolling out a ne- format oft$e s$o- *ased on self(im0rovement.=in,eand9indaM,Ma$onof;;Darealsoe8traordinaryrisktakers. #$ey*elievedsostronglyint$e0otential of -restlingat anational level t$at t$ey*roug$t t$e family -restling *usiness from =in,e:s fat$er. #$ey agreed to make7uarterly 0ayments of K2502000 ea,$ and if t$ey missed a 0ayment2 t$ey -ouldlose everyt$ing and t$e *usiness -ould revert *a,k to its o-ners.#$is -as a *iggam*le2 -$i,$ re7uired e8traordinary ,ourage and fait$ in t$e dream.1t t$at time2,reating a national *rand for -restling -as a risky 0ro0osition as t$e *usiness -as2Cult Branding ,ontrolled*yregionalfiefdom-$o$asagreednotto,om0leteinea,$ot$er:sterritories. M,Ma$on:s took on t$ese 0layers -$en t$ey started 0aying lo,al #=,$annel to *road,ast t$eir ,om0any:s mat,$es.1nd t$e rest2 as t$ey say2 is $istory.#$ese *usinesses -ere driven *y t$eir inventors: tremendous 3eal2 fait$ int$emselves and an a*ility to take risks.#$eir Onever say die: attitude even in fa,eof failures is -$at is res0onsi*le for t$eir tremendous su,,ess today.2"Cult Branding Rule 3A Cult Brands Sell 9ifestyles'arley Davidson is not +ust a *ikeA it is a statement of a lifestyle. #$ousands offansmeetea,$yearto0arti,i0ateint$era,es+ustto$avefun. >immyBuffetdra-s millions of fans to $is ,on,erts *e,ause t$ey $ave fun t$ere. 9inu8 is so0o0ular among develo0ers *e,ause it -as initially *uilt for $aving fun.1lmost allt$e ,ult *rands $ave strong Ofun: fa,tor atta,$ed to t$em.>immy Buffet is a master at t$e art of s$aring t$is fun -it$ $is follo-ers.;it$ $issongs2 $e 0aints a vivid 0i,ture of a tro0i,al *ea,$ -it$ a lot of fun2 sand and surf.Buffet does not sell only musi,? $e sells an o00ortunity for tem0orary es,a0ism to$is fans.'is fans aren:t *uying a 0rodu,t or a servi,e? t$ey are *uying a lifestyle2-$i,$ is s$ared -it$ like Pminded individuals.Cult *rands also understand t$at 0eo0le need somet$ing more from life t$an sim0lefulfilment of t$eir 0$ysiologi,al needs.#$ey $ave dreams t$at are more t$an ne-,ars or *igger $oused.1nd t$ey $ave an immense need to 0ursue t$eir dreams and0assions. Develo0ers making si8(figure salaries devote t$eir time to -ork on afree o0en sour,e ,ode 0rogram like 9inu8a0anese *ikes and a $ost of7ualityand0rodu,tion0ro*lems. %nt$is ,ondition2 'arley,ouldnot afforde80ensivemass marketing. %n1C&32 t$eCD)=aug$nBeal:sannoun,edt$elaun,$ of 'arley )-ners Grou0.#$is laid t$e foundation of an entirely ne- -ayto,onne,t -it$,ustomers.1st$e,on,e0t gradually,aug$t on2 t$ousandsof'arleyriders*e,amemem*ers. Da,$lo,al ')G,$a0ter -as s0onsoredand0romoted *y t$e lo,al dealer. #$is not only im0roved t$e relations *et-een t$edealers and t$e ,ustomers *ut also in,reased t$e sales of 'arley mer,$andise ands0are 0arts.'arleydidnot sto0at laun,$ingamem*ers$i0,lu*. Dveryyear2 it organise$undredsoflo,alandregional ralliesaroundt$e-orld. #$erallies0rovideane8,ellent o00ortunity for 'arley:s fans to meet ea,$ ot$er and s$are t$eir stories.1t t$ese rallies t$e also unveil ne- *ikes and en,ourage 0eo0le to try t$em. Bot$Startrek and >immy Buffet:s Margaritaville follo-ed a similar 0at$ in ,reating t$eir,ustomer ,ommunities. %n *ot$ t$ese ,ases2 t$e seed of ideas ,ame from fans t$atstarted t$e ,ommunity in t$eir o-n -ay. %n ,ase of Startrek it -as an 1& year oldDan Madsen2 -$o *egan 0u*lis$ing and distri*uting a small 0$oto,o0ied to fello-trekkers. Similarly2 S,ott !i,ksen,ameu0-it$t$eideaof formingasmallinformal 5Harrot $ead ,lu*6. Bot$ t$ese organisation on,e ,onvin,ed of t$e 0o-erof t$e idea2 took t$ese small initiatives for-ard. Madsen:s ,om0any $as no- *eeno0erating t$e offi,ial Startrek fan ,lu* and 0u*lis$ing t$e Star #rek Communi,atormaga3ine for over 20 years 1nd !i,kerson runs a M!C2 non 0rofit organisation,alled Harrot 'eads in Haradise1not$er 0o-erful tool to kee0 t$is ,ustomer ,ommunity a,tive and engaged is to*uildaMe,,afort$em. #$is,an*eafo,al 0oint t$at ,an$el0revitali3et$e*rand:s fait$ful. %t ,an *e t$e first fa,tory2 first retail store or even t$e garage or32Cult Branding $ouseof o-ner. >immyBuffet $asaretail musi,storet$at is-idely0o0ularamong $is fans. @or many -restling fans attending ;restle mania is t$e,ulmination and fulfilment of t$eir true devotion to t$eir ,ult *rand. 100le ,reatedits 100leD80oandMa,-orld,onventions2 -$i,$aremoret$antrades$o-s.#$ese ,onventions 0rovide t$e fans -it$ an o00ortunity to meet 100le:sdevelo0ers and take a look at t$e ne-est 0rodu,ts. #$ese ,ustomer ,ommunitiesena*le Cult *rands to tou,$ t$eir ,ustomer:s lives on a regular *asis and reinfor,et$eir ,onne,tion -it$ t$eir *rand.33Cult Branding Rule A Cult *rands are %n,lusive1dvertisers and marketers *elieve t$at great *rands are *uilt u0on 0rodu,te8,lusivity and targeting marketing. 1s *rand *e,ome more and more e8,lusive2 itdrifts furt$er andfurt$er a-ayfromits ,ustomers. %t alienates t$everysame,ustomer -$ois instrumental inmakingit so*ig. Cult *randdonot target,ustomer -it$ 5e8,lusive6 0rodu,ts *ut t$ey market t$e 0rodu,ts to real ,ustomerto fulfil t$e real needs and -ants. #$e ,ustomer *ase of t$ese ,ult *rands do notsim0ly sell 0rodu,ts or servi,es2 t$ey sell o00ortunities to fulfil t$eir ,ustomer:sdreams and 0assion.'arley o-ner range from la-yer2 do,tors2 a,,ountant to *lue ,ollar -orkers. ;$en=an Doren started $is ,om0any2 $is attention -as not to *uild an e8,lusive *rand.%n fa,t2 $e -anted to make and sell s$oes for t$e 0u*li,. )n,e $e reali3ed t$at $iss$oes are *eing -orn *y skate*oarders2 $e started 0aying s0e,ial attention to t$eirneeds and -ant at t$e time t$ey -ere ,onsidered as out,ast.)0ra$ $as maintained su,$ a large and devoted fan *ase 0rimarily *e,ause s$e -asnever s$ied of s$aring $er o-n 0ro*lems -it$ t$e audien,e2 in,luding $er ra0e att$e age of C2 addi,tion to ,o,aine at 20 and $er on going *attle -it$ o*esity. 'ervulnera*ility and fragility make $er an in,lusive *rand. 1nd a *rand *e,omes trulyin,lusive -$en it listens to its ,ustomers and a,ts on t$eir feed*a,k. #$is t$eme of,olla*oration and s$aring is *est demonstrated *y 9inu8. %ts 0o0ularity is a sterlinge8am0le of 0o-er of o0enness and in,lusiveness.34Cult Branding Rule "A Cult *rands 0romote 0ersonal freedom#$e develo0ers -$o a,tually -rite t$e 9inu8 ,ode are attra,ted to it *e,ause tot$em it signifies freedom. %t is a form of e80ression for t$em. Cult *rands signify0ersonal freedom and en,ourage t$eir fans to *reak from t$e moulds and follo-t$eir o-n 0at$.Cult *rands also ,reate lasting memories. #$ey *lend environmental stimuli like0eo0le2 0la,e2 images2 soundsandsmellsto,reatememora*lee80erien,e. )nein,redi*le sensory e80erien,e is enoug$ to entren,$t$e *rand firmly in t$e,onsumer:s mind2 and t$ese -arm feelings2 -$i,$ t$at e80erien,e is a*le to ,reatefor t$e *rand s$ould *e reinfor,ed so t$at t$e *rand(,ustomer ,onne,tion remainsfres$ and strong. @or ,ult *rands -ork $ard to ,ommuni,ate -it$ t$eir ,ustomers-it$ t$e same message day after day2 year after year. >immy *uffet ,onsistentlytours every summer and -orks $ard to *ring out a ne- al*um every year. )0ra$-orks on a ne- edition of t$e )0ra$ ;infrey s$o- on a daily *asis. Similarly2Haramount $as 0rodu,ed five different Star #rek television series and nine differentmovies over t$e 0ast 35 years.Cult *rands also use nostalgia as a 0otent -ea0on to reinfor,e t$e *rand memory,onne,tions. #$e !e- Beetle t$oug$ is very different from t$e older one as far ast$e me,$ani,al 0arts are ,on,ern2 *ut t$e =olks-agen $as taken ,are to 0reservet$estylingdetailsin,ludinga flo-ervase ont$e das$*oard.Heo0le*uying t$e!e-Beetleareremindeda*out t$eir 0ast. #$eresultinge8,itement $as also*roug$t ne- ,ustomers.35Cult Branding The Nine u#tBrands3Cult Branding Grand ivory(to-er t$inking and $ig$ level a,ademi, t$eories are annoying to most 0eo0le. )ne -ant to see ideas 0ut into 0ra,ti,e2 not t$eories floating around in t$e ,louds. 1fter all2 grand 5,loud t$eories6 designed for a 0erfe,t -orld aren:t very useful to marketers and *rand *uilders -$o $ave to o0erate in t$e real -orld. #$at:s -$y it is of 0rime im0ortan,e to su00ort t$e,on,e0ts and ideas -it$ stories and e80erien,es of real ,ult *randers in a,tion. ;$at t$ey did rig$t. ;$at t$ey did -rong. #$e ,ult *rands are not ne,essarily t$e *iggest and most -ell(kno-n *rands2 *ut t$ey are ,om0anies -it$ t$e most fanati,al and most loyal ,ustomer follo-ings. #$ese are t$e *rands t$at ,onsistently ,onne,t -it$ t$eir ,ustomers at t$e very $ig$est levels of Maslo-:s 'ierar,$y of !eeds and form dee0 and lasting emotional *onds -it$ t$eir follo-ers.Some -ell(kno-n multinational *rands are missing . Co,a(Cola2 He0si2 Mi,rosoft2;alt Disney2 @ord2 DD992 and M,Donald:s. Big doesn:t ne,essarily e7ual t$e *est-$en it ,omes to ,ustomer loyalty. Customer loyalty ,an:t sim0ly *e measured *ymarket s$are or t$e si3e of a ,om0any:s -allet. ;$ile t$ese *ig ,om0anies are allgreatly revered *rands2 none of t$em invoke t$e fire and 0assion in t$eir ,ustomerst$at makesagenuine,ult *rand. #$ese*randsmay$avesomeoft$e-orld:slargest marketing *udgets *y far2 *ut none of t$em en+oy ,ustomer relations$i0st$at rea,$ t$e $ig$est levels of Maslo-:s 'ierar,$y. #$ese ,om0anies still $avemu,$ to learn a*out ,ult *randingI 1lso a*sent from t$e list are *rands t$at are stillun0roven and may *e only fads. #$ink of Ca**age Hat,$ dolls2 Ra3or s,ooters2S-at,$ -at,$es2 and many ot$er trendy ,onsumer 0rodu,ts. 1 *rand $as to $ave*een around for at least a de,ade to make t$e list of ,ult *rand ,andidates. #$e,om0aniesintoCultBrandingarereal*usinessest$at$adtostartatt$e*ottom and fig$t and ,la- t$eir -ay to t$e to0. !ot only are t$ey more interestingto learn a*out2 t$ey are also more ins0irational for ot$er marketers.!one of t$enine ,ult *rands -ere *orn -it$ silver s0oons in t$eir mout$s. #$ey ,learly 0rovet$at any ,om0any or any 0erson ,an *e,ome a ,ult *rand if t$ey truly 0ut t$eir$eartandmindintoit. Da,$,omesfromadifferent0artoft$e*usiness-orldEfrommusi,andmediatomanufa,turingandte,$nologyF2 *utall$avesimilarlessonstotea,$. 1ll t$esenine,ult *rand,om0aniesareattentiongettingfor3"Cult Branding slig$tly different reasons. Get all of t$em $ave fanati,ally loyal follo-er:s not +ust,ustomers -$o $ave su00orted t$ese *rands for years no-.3&Cult Branding (prah -infrey %s t$ere anyone alive int$e -orldtoday-$odoesn:t kno--$o)0ra$isust t$e fa,t t$at everyone refers to )0ra$ on a first name *asis demonstrates t$e0ersonal relation(s$i0s s$e $as *een a*le to form -it$ millions of $er vie-ers overt$e 0ast fifteen years. Dven if t$ese relations$i0s do e8ist largely t$roug$ a #=s,reen. 9ike or dislike )0ra$2 every 5kno- $er6 in some -ay. #$e)0ra$*randoo3es strongemotions andfeelings. 'o-loyal are)0ra$:sfollo-ers< So loyal t$at )0ra$ $as $osted t$e $ig$est rated television talk s$o- in#= $istoryforoverade,ade. 'erratingslongevityanddominan,eisvirtuallyun$eard of in t$e #= -orld let alone t$e talk s$o- *usinessI So loyal t$at $er t-o(year(old maga3ine 5#$e )0ra$ Maga3ine6 is t$e most su,,essful maga3ine startu0in 0u*lis$ing $istory2 &2500 of $er follo-ers 0aid K1&5 0er ti,ket last year +ust to$ear $er s0eak at one of $er four 5summits.6 So loyal t$at every single mont$lysele,tion Eover forty(five different *ooksF of )0ra$:s Book Clu* sin,e its in,e0tion$ave ama3ingly lea0t onto t$e *estseller:s listI ;it$out a dou*t2 )0ra$ $as single(3CCult Branding $andedly taken t$e ,on,e0t of turning ,ustomers into lasting loyal follo-ers to t$ene8t level. 1nd it $asn:t gone unnoti,ed. %n 1CC&2 #ime maga3ine named )0ra$ one of t$e $undred most influential 0eo0leof t$e 20t$ ,entury. @ortune maga3ine estimates t$at )0ra$ today ,ontrols a 5K1*illion em0ire.6 #$e *reak(a-ay su,,ess of t$is self(des,ri*ed 5,olored girl fromMississi00i6is all t$emoreama3inggivent$at s$e,amefrom7uite$um*le*eginnings Ea *roken family2 ,$ild a*use2 and a $ouse -it$ no running -aterF. )ne,annot su,,essfullylearnt$efull 0o-erofCult *randing-it$out studyingt$e)0ra$ 0$enomenon in de0t$. 40Cult Branding The 'o#ks$agen Beet#e 'o-0o0ular $as t$eBeetle*eenover its moret$anfifty(year lifes0ana,7ues 1. !asser2 @ord MotorJs 0resident and CD)2 -as in C$ennai lastyear2$e-askeen to get an on(t$e(road feelof t$e%kon.1s$e-as0iloting t$e*rand ne- +os$ ma,$ine around2 an Dnfield Bullet -$i33ed 0ast. #$e *ike ,aug$t!asserJs fan,y2 so mu,$ so t$at des0ite a $e,ti, 24($our s,$edule in C$ennai2 t$e@ord CD) made time to visit a Bullet s$o-room to get a ,loser look at t$e ma,$inemade in %ndia *y Royal Dnfield Motors for over four de,ades2Cult Branding RDDS P #'D RDDS 1RD RD1DG #) R)1RRoyal Dnfield laun,$ed RDDS P 5Royal Dnfield Dis,overers6. RDDs is a,ommunity of Royal Dnfield *ike o-ners2 t$e only one of of kinds in t$e ,ountry. %t0rovides a 0latform to *ring toget$er Royal Dnfield ,ustomer toget$er2 to en+oy t$e0leasure of ridingRoyal Dnfield,ustomer arevery0assionateandlovetorideandtalk-it$likeminded. 1ny one o-ning a Royal Dnfield *ike -it$ a 0assion for *iking ,an *e,omea mem*er of RDDS. 1 RDDS -ill *e,ome a mem*er of 0assionate Royal Dnfield,ommunity -$o en+oys and loves -eekends2 long distan,e and adventurous rides.#$e mem*er -ill also en+oy various fa,ilities2 like free of ,ost training for *ikingmaintenan,e and safe riding2 e8,lusive ,$e,k u0 ,am0s2 tie u0 -it$ $otels2 resortand mu,$ more. RDDS also 0rovides an e8,lusive for t$e mem*ers ,reated on RoyalDnfield:s -e*site -$i,$ 0rovides ,ustomi3ed fa,ilities like setting u0 a ride2 0uttingu an event ,alendar2 messages -it$ ot$ers mem*ers et,3Cult Branding ase study0ar#ey1 Da+idson4Cult Branding The Genesis@oundedin1C032 '(D-as t$e only ma+or1meri,an0layer int$eglo*al motor,y,lemarket. %t served ineveryma+or -ar oft$e0ast 100 years andre,eivedfour !avyOD:a-ards for e8,ellen,e in-ar time0rodu,tion. %t-as t$e -ar veterans -$o started t$e '(D *iker ,ulture.#$ey started riding '(D-it$ strong 1meri,an 0ride.@rom t$ese *ikers evolved t$e roug$ and toug$ *reedof *ikers -it$ t$eir leat$er +a,kets2 tattoos2 andlong$air. '(D*uilt u0adistin,tive*randimageanddominatedt$eMSmotor,y,leindustryfor manyde,ades.%n1CC2 '(D-astakenover*yt$e 1meri,anMa,$ineand@oundryE1M@F.During 1C"02 >a0anese manufa,turers flooded t$e market -it$ $ig$(7uality2 lo-(0ri,ed*ikes.1 re0utationfors$oddy0rodu,ts2 ,om*ined-it$anonslaug$tof,om0etition from >a0an2 nearly destroyed '(D.%ts market s$are fell from "".5 UE 1C"3F to 23.3U E1C&3F. %n 1C&12 13 mem*ers of t$e '(D management team 0ur,$ased t$e ,om0any from1M@in a leveraged*uyout. But2-it$in t$e first year2t$eoverall demand formotor,y,les dro00ed dramati,ally? '(D:s s$are of t$is market dro00ed? and a largeinventory of unsold 0rodu,ts 0iled u0.'(D -as a-are it -ould no longer *e a*leto ,ontinue *usiness at t$e ,urrent 0rodu,tion level and o0erating ,ost.%t ,ut ,ostsdrasti,ally2 asking more t$an 12&00 of t$e 42000 em0loyers to level.%n a move to45o one can accurately !redict the future"6hat . can !redict (ith the utmost confidencearethe things that (on7t change of *arley8+aidson 9 namely, our commitment to!roiding more great motorcycles: to enhancingthe un!aralleled *arley lifestyle e;!erience:and to continuing to !roide e;cellent financial!erformance"#"5Cult Branding $el0 t$e floundering MSmotor,y,le industry in 1C&32 t$e MSGovernment2in,reasedtariffson>a0anesemotor,y,lesfrom4.4Uto4C.4U. Minutesa-ayfrom*ankru0t,y2 Ri,$ard#eerlinkE-$o*e,ameHresident andCD)in1C&&F,onvin,edlendersto a,,e0tarestru,turing 0lan. Msingmanagement 0rin,i0lesado0ted from t$e >a0anese2 ne- marketing strategies2 and manufa,turingte,$ni7ues2 '(D im0roved 7uality and *egan t$e long *attle to regain its markets$are. #eerlink *elieved 0eo0le -ere t$e only sustaina*le ,om0etitive advantage.'e 0utin0la,e aninnovative system,alledOCir,les of Management: to*ring*ot$-orkersanddealersintot$efold*yinvolvingt$emkeyde,isions. '(Dalso,$anged its strategy from selling 0rodu,t to selling ,ommunity '(D o-ners -ere adiverse*un,$2 fromCD)to,onstru,tion-orkers. #o*uildemotional*ounds-it$ t$em2 t$e 'arley )-ners Grou0 E')GF -as ,reated in 1C&3.%t develo0ed ane- marketing 0$iloso0$y *ased on t$e ,ustomers: desires and 0ositioned itself asa lifestyle 0rodu,t rat$er t$an a mere motor,y,le.By 1C&2 '(D $ad regained MS motor,y,le market. %t -ent 0u*li, on t$e !e-Gork Sto,k D8,$ange.1fter one year2 t$e ,om0any announ,ed it no longer neededs0e,ial tariffs to ,om0ete -it$ t$e >a0anese.@rom 1C&& to 1CC52 annual s$i0mentsof '(D motor,y,les more t$an dou*led. 1lt$oug$ t$e ,om0any generated moret$an K1.3 *n in revenues in 1CC52 it s0ent less t$an K2 mn in advertising. #$ey,onsidered Ot$eir ,ustomers as t$eir real sales for,e2 and t$e *ikes2 a,,essories and,lot$ing served as ,alling ,ards.@rom 1CC5 to 20002 t$e ,om0any invested moret$an K1 *n to maintain t$e leaders$i0 in motor,y,le design and in,rease 0rodu,tion,a0a,ity.%n 20012 'arley -ent for e80ansion at t$e Hrodu,t Develo0ment Centrein Mil-aukee2 #oma$a-k and Gork fa,ilities. #$eir e80ansion 0lans ,ontinued tonarro- t$e ga0 *et-een demand and su00ly -it$ introdu,tion of ne-2 innovative0rodu,ts and servi,es for t$eir ,ustomers.Target Market

Cult Branding '(Dstarted as a *ike manufa,turer. #$e ,om0any -as fully involved inmotor,y,le2 Ra,ing and soon dominated t$e s0ort segment. During ;orld ;ar %and %% 2 '(D $ad su00lied ;ar motor,y,les to t$e MS Military.By 1C412 ,ivilian0rodu,tion of t$e motor,y,le -as sus0ended as t$e ,om0any targeted ;arre7uirementsonly.%n1C5"2 '(Dintrodu,edOS0ortster:2 t$efastest '(Dever2-$i,$markedits entryintot$es0orts segment. ;it$t$is introdu,tion2 '(Dem*arkedu0onandimage,$angefrom;ar motor,y,letos0orts andleisuresegment.'(D targeted t$e free s0irited 0eo0le -$o em*odied 1meri,an values offreedom and li*erty and -ere avid long distan,e drivers.1,,ording to t$e ,om0any sour,e2 t$e demogra0$i, 0rofile of its target ,ustomer2during?late1CC0sandearly2000s2 -asamarriedmalein$ismid(40s2 -it$a$ouse$old in,ome of a*out K"&23002 -$o 0ur,$ased a motor,y,le for re,reational0ur0oses2 and -$o -as an e80erien,ed motor,y,le rider.%n 20012 41U of '(D:s*uyers -ere its old ,ustomers2 31U of t$e *uyers $ad ,$anged loyalty form '(D:s,om0etitors and 2&U-ere ne-motor riders. '(Dtargetede8,lusively t$e$eavy-eig$t Eengine dis0la,ement of 51,, or moreF motor,y,le market2 -$i,$-as generally su*divided into four ma+or ,ategoriesA Standard2 -$i,$ em0$asi3ed sim0li,ity and ,ost? Herforman,e2 -$i,$ em0$asi3ed $andling and a,,eleration. #ouring2 -$i,$ em0$asi3es ,omfort and amenities for long distan,e travel2 1nd Custom2 -$i,$ em0$asi3es styling and individual o-ner ,ustomi3ation. Bulk of '(D:s revenues -as derived from touring and ,ustom motor,y,les. %n 20012 retail registrations of '(D motor,y,les in,reased *y 14.4U in t$e MS.#$e same year2 '(D a,$ieved a 2&U s$are of -orld-ide $eavy-eig$t market -it$a re,ord $ig$ of 234241 units of motor,y,le 0rodu,tion2 u0 '(D over 0reviousyear."Cult Branding %n early 200s2 '(D:s ma+or ,om0etitors -ere Gama$a and 'onda. Gama$a targetedt$elo-edendmarket2 *y0rovidingavarietyof 0rodu,tsat afforda*le,osts.S0e,ifi,tot$eHo-er(Cruiser market2 Gama$a:s,ore,om0eten,ies-eresmallengines2 ele,troni,,ontrol2 andfi*reglassreinfor,ed0lasti,. 'onda2 -$i,$-asoneof t$estrongest '(D,om0etitors2 -asres0onsi*leforone(t$irdofall MSmotor,y,le sales -it$ a strong finan,ial *ase and relia*le 0rodu,ts. 'onda,ontinuedtoim0rovet$e0erforman,eof its motor,y,les *yfo,usingonfueleffi,ien,y and lo-er emissions. @urt$ermore2 'onda -as in,reasing its0erforman,eint$emarket 0la,e2 *yintrodu,inginformationte,$nologytoolst$roug$out its dealers$i0s.'(D tried to attra,t younger riders t$roug$ a num*er of 0rograms.1mongot$ert$ings2 it $ad started offering2 under t$e Buell name0late2 a line of smaller easy todrive *ike t$at -ere less ,ostly and less daunting t$an '(D:s famous $ogs.&Cult Branding Marketing#$e marketing o*+e,tives of '(D -ere fourfold . @irst2 at t$e fundamental level2'(D -anted to e80and its 0otential ,ustomer *ase to in,lude *ot$ ent$usiast andnon(ent$usiast affluent males in t$e 35(44 age grou0. #$is -as 0artlya,,om0lis$ed *y introdu,ing t$e =.R)Dmodel to t$e younger demogra0$i,Se,ond2 '(D -anted to en$an,e its market s$are *y targeting t$e first(time *uyersof motor,y,les. #$ird2 it -antedtoset t$ea00ro0riate0ri,ingstrategy2-$i,$-ould a00eal to t$e target ,ustomers t$roug$ market resear,$2 voi,e of t$e,ustomer2 and ,om0etitive intelligen,e. 9asting2 '(D -anted to meet t$e marketdemand in order to o0timi3e t$e revenue 0otential 2 *y setting t$e ,orre,t0rodu,tion s,$edules and 0i,king strategi, 0artner.;$en '(D -as formed it only offered one ,olour of motor ,y,le2 grey / t$ree*asi,models.9atert$e Com0any *egantooffer a varietyof models2 in,ludingS0ortsters2 Su0er Glides2 9o-Riders2 Softails2 S0ort Glides2 #our Glides andDle,tra Glides in numerous2 vivid ,olours many of t$ese models and ,$anges -eredevelo0ed 2 -$en '(D realised t$at ,ustomer -ere ,ustomising t$e *ikes *ut t$eseadditional revenues -ere not ,oming to t$e ,om0any. #o address t$e issue2 '(Dintrodu,edt$eCustom=e$i,le)0erationsEC=)F 0rogramin1CCC. #$eC=)0rogram offered a limited 7uantity of '(D motor,y,les2 -$i,$ $ad *een uni7uely,ustomi3ed at t$e fa,tory -it$ '(D a,,essories. #$e limited edition motor,y,les-ere 0rodu,edat t$e Gork2 Hennsylvania fa,ilityona se0arate2 lo-volumeassem*lylinet$at -asformerlyusedfor military,ontra,t 0rodu,tion. 1*out22"00ve$i,les re0resentingt$reedifferent motor,y,les -eresoldt$roug$t$is0rogram during 1CCC2 1 fourt$ ,ustom ,y,le -as introdu,ed in 2000.%n 20022 t$e,om0any offered 24 models of '(D touring and ,ustom $eavy-eig$t motor,y,les2-it$retail 0ri,es rangingfromroug$lyK525C5to K1&2C&0.%t also sold severalmodels of Buell motor,y,les2 in,luding a 4C2,, Buell Blast motor,y,le.#$e Blast-as targeted ne- riders? its retail 0ri,e of K423C5 -as a*out $alf t$e 0ri,e of t$ene8t lo-est(0ri,ed Buellmotor,y,le.CCult Branding '(D reali3ed ,om0eting -it$ t$e foreign manufa,turers on ,ost -ould *e diffi,ult.'(Dattem0ted to ,reate s,ar,ity value *y kee0ing t$e 0rodu,tion of itsmotor,y,les -ell *elo- t$e demands2 Heo0le -aited si8 to eig$teen mont$s for ane- motor,y,le. #$e 0ri,e for a year(old '(D -as 25U to 30U $ig$er t$an a ne-one.Dealer 0romotions2 ,ustomer events2 maga3ine and dire,t mail advertising2 0u*li,relationsand,oo0erative0rogramsdrovet$emarketingefforts. #$e,om0anystartedadvertisinginmaga3ines targetedat t$egeneral 0u*li,. @as$ions andColle,ti*les ,atalogs -ere 0rodu,ed -it$ various '(D mer,$andise t-i,e a year.#$e,om0any-asa*leto0romotet$esaleofitsmotor,y,les*yt$efinan,ialservi,es offered *y Daglemark.#$e dealers$i0 *e,ame a one(sto0 s$o0 for *ikes2a,,essories2 ,lot$ing and finan,ing. '(D 0romoted its lifestyle e80erien,e t$roug$ designer store dealers$i0s t$at $adeit$er *een ,om0letely remodelled or *uilt from s,rat,$ to 0rovide a -arm andinvitingretail environment. @loor0lansanddis0lay,ountersinandsurroundt$em -it$ motor,y,les.Harts and a,,essories -ere $andsomely dis0layed in user(friendly 0a,kaging. #$ere -as a se0arate area for '(D:s line of Motor Clot$es2,om0leted -it$ dressing rooms.Many stores also featured ,ustomer lounges andrider meeting rooms -it$ '(D 0in*all ma,$ines2 anti7ue *ikes and rally videos.%n1C&32 t$e'arley)-ners Grou0E')GF -as esta*lis$edto*uildstrongerrelations$i0s -it$,ustomers2 andmakeit easier for riderstos$aret$eir '(De80erien,es. ;$en a 0erson *oug$t a '(D motor,y,le2 $e re,eived a free 1(yearmem*ers$i0 to t$e ')G. Customers +oined lo,al2 dealer(s0onsored ')G?,$a0ters ea,$-it$uni7uea,tivities and0ersonalitiesto,ustomi3et$eir ')Ge80erien,es. ')G,$a0ters,ondu,tednational rallies2 touringralliesandstaterallies. #$ese rallies en,ouraged 0eo0le to s$are t$e e8,itement of riding. #$e"0Cult Branding 0eo0le Etaking demonstration ridesF $ad t$e o00ortunity to ask 7uestion2 registert$eir *ikes and *uy mer,$andise. #$e Buell Riders 1dventure Grou0 EBR1GF2 a ,lu* for Buell o-ners -as ,reatedin1CC5to*ringBuell motor,y,leent$usiasts toget$er tos$aret$eir onroade80erien,e and ,reate ne- ones.%n its inaugural year2 BR1G2 $ad +ust a $andfulmem*ers.%n 20012 it $ad more t$an 102000 mem*ers from 55 lo,al ,lu*s amongits ranks.%n1CCC2 @ordand'(Dteamedu0ina5year marketing0artners$i0totakeadvantageof t$eir *rand(namere,ognition. 1fter @ord:ssu,,essin,o(*rand0artnering -it$ Dddie Bauer2 t$ey -ere trying to re0eat t$eir su,,ess -it$ '(D2 int$eir limited edition '(D @(150 0i,u0 tru,k.#$e ,ustomi3ed version -as restyled2all(*la,k2 -it$ distin,tive '(D orange 0instri0ing and ,$rome a,,essories. Bot$,om0anies also 0lanned to selldual(logo a00arel.'(D$ad 1205 dealers -orld-ide and "5Uof t$emsold '(Dmotor,y,lese8,lusively.%n t$e MS2 t$ere -ere a*out 20 inde0endently o-ned full(servi,e '(D dealers$i0s2 -$i,$ in,luded over 220 ,om*ined '(D and Buell dealers$i0s.1llaut$ori3eddealerssto,kedandsoldt$egenuinere0la,ement 0arts2 a,,essories2Motor Clot$es and ,olle,ti*les2 and 0erformed servi,e for t$e motor,y,les.#$eygot a ,ertain 7uota of *ikes every year on t$e *asis of 0revious year:s sales.#$e,om0any $ad an agreement -it$ 1meri,an dealers not to sell more t$an 30U of t$e*ikesoverseas2 ift$edomesti,demand-asnot met. '(Dalsosoldasmaller0ortion of its mer,$andise t$roug$ non(traditional outlets.#$ese -ere e8tensionsof dealers$i0s2 ,onsistedof servi,e s$o0s2 ,alledSe,ondary Retail 9o,ationsESR9F2 1lternate Retail )utlets E1R)F and Seasonal Retail )utlets ESR)F.Servi,e s$o0s -ere satellites of t$e main dealers$i0 and -ere *eing develo0ed tomeet servi,eneeds of t$eriding,ustomers. %naddition2 servi,es$o0s -ereaut$ori3ed to sell ne- motor,y,les. 1R)s -ere lo,ated 0rimarily in $ig$ traffi,"1Cult Branding area su,$ as air0orts or 0o0ular va,ation destinations and fo,used on selling MotorClot$es and ,olle,ti*les and li,ensed 0rodu,ts.Brand Management'(D *elieved its strengt$s in its *rand image rat$er t$an te,$nology.%t ,reates its*rand image *y e80ressing t$e emotional *onding of 1meri,an yout$.'(D:s e8(Hresident and CD) 2 Ri,$ard #eerlink said 5 #$e *ike re0resents to 1meri,a2 t$eadventurous 0ioneer s0irit2 t$e -ild -est2 one:s o-n $orse2 and going -$ere one-ants to go t$e motor,y,le takes on some attri*utes of t$e iron $orse6.%t suggests0ersonal freedom and inde0enden,e Brand loyalty for '(D -as emotional. #$e '(D:s sym*ol -as *ased on a 0attern of asso,iations t$at in,luded t$e 1meri,an flagand a eagle2 refle,tive of t$e 0assion for freedom 1meri,ans en+oyed.'(D measured Brand loyalty *y t$e 0er,entage of men and -omen t$at tattooedt$eir *rand sym*ol on t$eir *ody. By t$at measure2 '(D $ad t$e $ig$est loyalty ofany*randint$e-orld. #$emost 0o0ular tattooint$eMS-ast$e'(Dasim0ortant 0art of t$eir lives and identities. #$e e80erien,e of riding a '(D,lot$ing2 -as a -ay for some to e80ress individuality.'(D $as a vigorous glo*al 0rogram of trademark registration and enfor,ement.%tattem0ts to ,reate a-areness of t$e '(D *rand among t$e non(riding 0u*li, and0rovide a -ide range of 0rodu,t ent$usiasts *y li,ensing t$e name and numerousrelated trademarks. #$e '(D trademark $as *een in use sin,e 1C032 '(D li,ensedt$e0rodu,tionandsaleofa*roadrangeof,onsumeritems2 in,luding#(s$its2+e-elry2 small leat$er goods2 toys and numerous ot$er 0rodu,ts. %t also li,ensedt$e use of its name in ,onne,tion -it$ t-o Cafes lo,ated in !e- Gork and 9as=egas.#$ese t-o Cafes re0resent anot$er o00ortunity for riders and non(riders toe80erien,e '(D:s ,ulture.#$ese ,afes are among t$e most visi*le *rand *uildingtools2 and t$ey generate li,ensing in,ome for '(D as t$ey ,reate a uni7ue dininge80erien,e for ,ustomers."2Cult Branding '(D:s li,ensing 0rogram generates a00ro8imately K1 *n in retail sales annually.;it$ &0 li,ensees a,ross 1& 0rodu,t ,ategories in t$e MS and a*road2 t$e 0rogram$as gro-n steadily sin,e its in,e0tion. 9i,ensing $as $el0ed transformt$e,om0any:simage2 *roadent$e*rand:sa00eal andfurt$er elevate'(Das an1meri,an i,on."3Cult Branding The 2ears Ahead'(D:s am*itious vision is to more t$an dou*le its 0rodu,tion for t$e ,om0any:s100t$anniversary. #$e ,om0any $as de,idedona C.Uannual in,rease inmotor,y,le 0rodu,tion to 2&C2000 in 2003.'(D 0lans to start a ne- 0lant in Gork2Hennsylvania2 toin,reaset$e0rodu,tion,a0a,ity.2 Bleusteine80e,tstoensureleaders$i0 in t$is attra,tive market *y in,reasing 0rodu,tion ,a0a,ity andintrodu,inge8,itingne-0rodu,ts,om*ined-it$targetedmarketingstrategiest$at a00eal to diverse and gro-ing motor,y,le ent$usiast 0o0ulation."4Cult Branding onc#usion1*randis t$eidentity,ore2 of a,om0any:se8isten,e. Buildinga*randis likeforming an intangi*le asset2 -$i,$ remains in t$e mind of ,onsumers. %t is not -$atone does -it$ its 0rodu,t *ut it is -$at one form in t$e minds of t$e ,onsumers.Cult Brands $ave a ni,$e *ase as -ell as ,ultural e8,lusivity. Cult Brands e8ist in allmarkets2 *ut in matured markets t$ey 0o0 u0 as a ni,$e *rands.#$e ,onsumer:s ,ommunities see t$e 0rodu,t as a lifestyle2 not +ust a 0rodu,t. #$e0rodu,t t$us *e,omes atool for self(a,tuali3ationandt$ese,ult *rands *e,omesym*ols for distin,t so,ial grou0s t$at are re,ogni3a*ly uni7ue.Cults give 0eo0le a uni7ue -ays2 5to *e -eird toget$er and feel -eird no moreNCult *rands $avemadesu,$adee0emotional im0a,t and,onne,tion-it$t$eir,ustomers t$at t$eir follo-ers donJt even ,onsider t$ere to *e a via*le alternative to t$e,ult *randJs 0rodu,t or servi,e. #$atJs 0o-erIBi,#iography"5Cult Branding 1. Marketing Management P Ra+an Sa8ena2. Marketing Management P H$ili0 Botler3. Modern Marketing Management P Ruston Davar4. Marketing Resear,$ P #e8t / Cases P G.C.Beri5. ---.google.,om6. ---.i,fai.org7. ---.altavista.,om8. ---.indiatimes.,om9. ---.-iki0edia.,om10. ---.$arleydavidson.,om"