Cult brands

Abstract

A cult brand can be defined as a product or service with admirers who are loyal and full of energy and zeal. A cult brand, is consumed by people who can easily be considered as fanatics who have complete faith in the brand and also take interest in the brand’s profits and success. Other characteristics of cult brands include: • Cult brands sell more than a product, they sell a lifestyle. • They dare to be different and they celebrate that difference and therefore possess the power of loyalists. • Customers are brand evangelists. Sometimes, they’re willing to overlook the shortcomings of the brand. • Cult brands have managed to develop a unique connection with customers, and have created a consumer culture that is highly attractive to their users. • Some examples of cult brands include Apple, Harley-Davidson.