Cult brand

Cult brand - brand which is represented by a loyal customer base who perceive themselves as co-creators of brand popularity and have strong connection with the brand. Cult brands aim to develop significant and distinctive bonds with their customers (Chanda, Moharir, 2020). Cult brands influence not only the buying habits and decisions but also stand as an important part of life and identity of their followers (Saviolo, Marazza, 2012). To achieve their goal, cult brands use typical marketing elements of communication (Look, Say, Feel) in a unique way and they are able to set specific standards in their sectors through variations and uniqueness of those elements (Schneiders, 2011). Furthermore, in the mind of Cult brand followers there is no other product or service on the market which could satisfy or substitute their chosen brand. To become a Cult brand, companies have to put a lot of time and effort through their offerings to provide and appear for their consumers as a brand which is worth their admiration (Ragas, Bueno, 2002). For proper understanding of Cult brands, the term loyal customer and brand community should be introduced. In short, a loyal customer is a person who:

• Purchases from a specific brand regularly
• Make purchases across service and/or product lines
• Refers others
• Is proof from being pulled by the offer of the competition (Griffin, 1995, p. 5).

While the brand community is specified, non-geographically connected community, which is founded on a structured set of social relationships among brand followers and admirers (Muniz, O'guinn, 2001). The strength and reliability of Cult brands have its roots in Maslow’s Hierarchy of needs. In this concept, needs had to be fulfilled sequentially from bottom to the top (psychological, safety, belonging and love, esteem, cognitive, aesthetic, self-actualization). Cult brands fulfills the higher needs (esteem, social interaction and self actualization). This has a great impact on building mentioned customer loyalty as higher level needs might influence the future human behavior much stronger than lower needs (Ragas, Bueno, 2002). In 2002 Ragas & Bueno proposed “7 Golden Rules of Cult Branding” in which the characteristics of Cult brands are explained.

1. “Consumers want to be part of the group that is different
2. Cult brand innovators show daring and determination
3. Cult brands sell lifestyles
4. Listen to your customers and create Cult brand evangelists
5. Cult brands always create customer communities
6. Cults Brands are inclusive
7. Cult brands promote personal freedom and draw power from their enemies.”

This set of rules can be either used as a guideline for developing a Cult brand or to verify the status of an actual Cult brand.

Examples of Cult brands

Apple

Apple has become a synonym for successful creation of cult brands around the world. The company was also analyzed by many researchers in that topic (Ragas, Bueno, 2002). Focus on products aesthetics and functionality with a combination of marketing mix based on feedback of their customers and continuous improvement. These characteristics along with slogans such as “think different” strongly resonate with previously mentioned self-actualization and desire for manifestation of individuality of their customers (Belk, Tumbat, 2005).

Harley-Davidson

This famous company has always been associated with a sense of freedom, expressing the inner self, passion and power. The brand became iconic during the Second World War. Nowadays, the community of brand users is built on diverse communities all over the world. Over the years the company took care of their customer communities by organizing many different events for their actual and potential customers. Furthermore, the person who buys a product of Harley’s desires not only the good quality motorbike but also traits which are associated with it (Kaushik, 2012).

Vans

The company started to produce and sell shoes in 1966. At first, products were designed for everyday use for all potential customers. However, a few years later the emerging culture of skateboarders from southern California started using Vans shoes for their favorite sport. The company decided to listen to a new group of consumers and try to meet their needs and expectations. Since then, the company has been investing a lot of funds for growing their community through organizing sport events, building skateparks or educating the youth about safety in sports activities. Vans is also believed to be the first big company which decided to sponsor skateboarders so they could financially rely on their skateboarding hobby (Ragas, Bueno, 2002).

Oprah

Cult brands do not always have to be strictly connected with providing specific products or services. As it is in the case of Oprah, It may include influential people. The Oprah Winfrey Show which was rapidly growing in audience after 1986. The debates and topic of discussions were admired by the public, while her advice and recommendation of books were considered as highly influential for the audience (Ragas, Bueno, 2002).

References

• Belk, R., & Tumbat, G. (2005). The cult of Macintosh. Consumption markets & culture, 8(3), 205-217.
• Chanda, R. S., Moharir, N. (2020). Cult Brand Extension Influence on Brand Equity and Customer Loyalty.
• Griffin, J. (1995). Customer loyalty. Esensi.
• Kaushik, R. (2012). Nurturing Cult Brands. IJCEM International Journal of Computational Engineering & Management, Vol. 15 Issue 4.
• Muniz, A. M., & O'guinn, T. C. (2001)Brand community. Journal of consumer research, 27(4), 412-432.
• Ragas, M. W., Bueno, B. J. (2002). The power of cult branding: How 9 magnetic brands turned customers into loyal followers (and yours can, too!). Currency.
• Saviolo, S., Marazza, A. (2012). Lifestyle brands: A guide to aspirational marketing. Springer.
• Schneiders, S. (2011). Apple's secret of success-traditional marketing vs. cult marketing. Diplomica Verlag.

Author: Wojciech Kleszcz