Term Paper on
Prof. Ramanujam Sridhar
3rd Aug 2009
Saurav Chakladar (PGDM-8044)
Deepansh Agarwal (PGDM-8073)
Diptikanta Satpathy (PGDM-8074)
Kapil Kapoor (PGDM-8081)
In this paper, we have discussed about brands that have a very loyal
customer base. These brands do not just treat their customers as customers
but forge a very special relationship with them to win them over for a lifetime
and make them very active evangelists for the brand. These brands do not
just sell products. They sell an all engrossing lifestyle and offer solution for
what a customer wants to achieve. These brands are called Cult Brands. We
have also tried to identify certain brands in India that have a potential of
becoming a cult brand and the steps that these brands have taken and should
take in order to develop a very loyal customer base. We begin the study by
examining what a cult is.
What is a Cult?
Cult refers to a cohesive social group and their devotional beliefs or practices,
which the surrounding population considers to be outside of mainstream
cultures. The surrounding population may be as small as a neighborhood, or
as large as the community of nations. They gratify curiosity about, take action
against, or ignore a group, depending on their activities, perception of people
about them and other factors like reputed similarity to cults previously
reported by media.
Cults can be divided into two types based on their activities and perceptions
that the outside population forms about them:
These are the cults that harm, hurt, manipulate, and often brainwash their
members. The leader of a destructive cult doesn't really care about the well
being of the members. Some of the examples of such cults may be Ku Klux
Klan, Nazism etc.
These are the cults that help fill the emotional needs and wants of their
followers in a positive way. They and their