CULT BRANDING

An Introduction To
CULT BRANDING
Presented by:-Md faruque ansari
COCA COLA GROUP
What is cult branding?

:- According to oxford dictionary, cult means something

that is very popular and fashionable among a certain
group of people.

Cult branding is also known as Spiritual branding

According to some researcher cult brands are well

known brands and some opines that it is the brand
with high emotional bonding.
 When the emotional bond is very strong between
brand and customer then they go beyond the co.
Policies and organize activities themselves. For
instance readers of Harry porter discuss the secrets of
latest version and the Nokia handsets owner exchange
ring tones and logo with others.
 The followers of cults are diverse groups, ranging in
age from eight to eighty and cut across all
ages,races,genders,creed and socio economic
background. The motto of cult branding is “Dare to be
different”.
PROCESS
For the last 40 years cult is prevalent in the market.
However do not become cult brand overnight. Over the
year, they have created strategies, fulfilled a range of
needs for the customers and create a sense of
belonging among the customers.
The customers have very strong belief and moreover the
devotedness for the brand. Such like-Harley
davidson,Red bull,Volkwagen etc
Customers point of view
1) Customers are passionate about the cult brands.

2) These brands belongs to the customer and not to the

marketers or company.

3) Cult brands works to fulfill their customers,

dreams, passions and aspirations.
Maslow’s Hierarchy of Needs
• At the bottom are
physiological needs, which
include basic things like
food, shelter, and clothing
that we all need to survive.
• At progressively higher
levels are the needs for
safety and security, social
interaction, and self esteem.
• At the top is self
-actualization - Maslow's
term for the ultimate
human need to learn, grow,
and reach one's full
potential as a person.
www.cultbranding.com
How Does This Relate To Cult Branding?
 Higher level needs influence future behavior much
more than lower level needs.
 Cult branders enjoy incredible loyalty because they
work hard to connect with their customers at the very
highest level of Maslow's Hierarchy. They don't just
offer great products and services, but they needs for
social interaction, esteem, and self-actualization. They
make customers believe that your brand has no equal.
BENEFITS
1)The brand and the customer work like a loving
Family. Their relationship works on the human
Feeling of loving, caring and belonging.

2)Pareto principles(80/20)-small percentage of

Customer can drive over 80% of profitability.

3)The spread of positive word mouth publicity is

Sufficient to gain new customers.
SOME EXAMPLES OF CULT
BRANDING
HARLEY DAVIDSON

This brand come into existence in 1903 and has since

been enticing and charming bikers over the world.

 The cosponsored rallies wherein Harley Owner

participate and share their feelings, which become
affective means of promotion.
VOLKSWAGEN
The German automobile company.

In spite of being a shaped like a beetle and no

attractive to the eye intially,it gained the image of
being a safe and reliable car.

The new bettle succeeded in attracting the younger

generation also.
RED BULL
It is an energy drink which has an cult following.

 Though the taste of the drink was not so good

consumers were addicted to it because to them it was
not a drink, it was a way of life.
Strategy
 Cult brands do not merely sell products or service of the
company.

 It develop a long term association with the brand.

 In order to better facilities the suggestion and feedback

from the customer is considered.

 Reward for the best suggestion.

 Authenticity,values,reliability,determination and passion

are also important in staying connected with cult brands.
Cult brands in India
 India is segmented and diverse country as it has many
cultures, lifestyle and traditions.

 There is less homogeneity(a large no of people follow a

common lifestyle and behavior).

 Rasna having popular among children couldn’t make cult

brands and also the boll wood stars cannot create a
magical effect as Michael Jackson.
REASONS
 Indians are encouraged to fit in rather than standout.
Cult brand go beyond this approach because it works
in dare to be different.

 There are more number of strong regional brands.

 Indians think about the value or money and real

worth, when it is a matter of associating with a brand.
Strategy which should be made
 Company need to develop a vision.
 This need a lot of brainstorming and huge financial
support.
 Too many control exist in the business due to which
the brand do not become strong enough to acquire a
cult.
 The entire perceptions of viewing brands need to be
changed.
 People generally like to be different and be a part of
community that acts different.
 Brands must create unique identities for themselves,
establish bond with the customers that go beyond just
the purchase point and reinforce these bonds
constantly to acquire a cult status.
 The “dare to be different” concepts needs to be used by
the company.
CONCLUSION
 So the cult brand is not only related with the customer,
it also became a different way for the company in India.
 It requires huge amount of creativity, coordinated
 effort and a sustained vision on the part of the
companies.
 As well as the perception of the customers should also be
changed. The psychology of customer must be
understood by the companies. Like new ideas according
to the taste and preference.
THANK YOU