Brand Cultism

Abstract:     
Branding today has evolved to far more of a complex system than it ever used to be. There has been a key shift from the brand being a corporate identifier to becoming a personal identifier in today's market. Now a day, customer mind is flooded with the brands. When the brands delight the customers, they build the brands. In case of dissatisfaction, the customers tear the brands down. So marketers should make the customers to be passionate about their brands. A cult in general notion is a sect or group or a faction. Like religious cult that attracts thousands of devoted disciples, certain brands have magnetic characteristics. They attract die-hard customers who will be devoted to the brand.

Brand Cult is defined as a phenomenon where customers display an unusually strong emotional involvement with a particular brand; thus lending the brand an exceptionally high degree of customer loyalty, along with an amplified sense owing the brand.

Number of Pages in PDF File: 11

Keywords: Branding, Cultism, Loyalty, Brand Loyalty

JEL Classification: M30,M31

working papers series