Cult brand

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In a cult brand (in Engl. Cult Brand ) is "the extraordinary devotion of a product or service that is among the supporters of the brand will release hitherto undiscovered forces and excessive tributes including the respective devotional causes". It is always about “a brand with a charismatic character, which is surrounded by a group of consumers and is formed from the interaction between the brand and the consumer and the interaction between consumers.” The admiration and thus the cult takes place in one way , which no longer allows conventional standards to apply, which is why the term “brand icon” is sometimes used.

Characteristic features of cult brands

The characteristic features of cult brands that clearly set them apart from "normal" brands and make them something special include:

  • Tradition,
  • Presence,
  • Popularity,
  • high profile and
  • widespread distribution.

Ranking of leading cult brands

On the basis of a meta-analysis of seven relevant cult brand studies from 2003 to 2009, it was determined which brands can be classified as “cult brands” across all studies. The top 10 cult brands include:

  1. Harley-Davidson
  2. Apple
  3. Levi's
  4. Nike
  5. Mini or MINI
  6. Adidas
  7. Coke
  8. puma
  9. MTV
  10. Rolex

literature

  • Wiederkehr, Myriam / Nyffenegger, Bettina (2009): You decide what is cult! Creation and influence of cult brands.
  • Kilian, Karsten (2009): Our brand. Branding between hellishly good and heavenly daring.
  • Peter, Dina / Schlecht, Thomas (2009): From brand to cult brand. Factors and brand personality.
  • Gopalan, Swapna (Ed.) (2007): The Making of Cult Brands.
  • Holt, Douglas B. (2004): How Brands Become Icons. The Principles of Cultural Branding.
  • Atkin, Douglas (2004): The Culting of Brands.
  • Ragas, Matthew W. / Bueno, Bolivar J. (2002): The Power of Cult Branding. How 9 Magnetic Brands Turned Customers into Loyal Followers.
  • Customer, Jesper (2000): Corporate Religion. Create loyalty through strong brands.
  • Francesco Farkas: Cult around brands and products. Basics, corporate benefits, examples . VDM Verlag Dr. Müller , Saarbrücken 2006, ISBN 3-86550-395-0 . (from a business perspective)
  • Klaus Schmeh : The cult factor. 42 success stories from Rolex to Jägermeister. Redline Economy, 2004, ISBN 3-636-01082-4 . (describes 42 of the most important cult objects)

Individual evidence

  1. ↑ Karsten Kilian: What is a cult brand? In: Vertriebswirtschaft, No. 1/2, 2010, p. 69.
  2. ↑ Myriam Wiederkehr, Bettina Nyffenegger: You decide what is cult! Creation and influence of cult brands. 2009, p. 9.
  3. ↑ See similarly Dina Peter, Thomas Schlecht: From the brand to the cult brand, factors and brand personality. 2009, p. 14.
  4. ↑ For an overview with eight different definitions of terms cf. Dina Peter, Thomas Schlecht: From brand to cult brand, factors and brand personality. 2009, p. 13.
  5. ↑ See Klaus Schmeh: The cult factor. From marketing to myth. 2004, p. 12.
  6. ↑ See e.g. B. Arndt Traindl: Store branding for all the senses. In: Manfred Bruhn, Richard Köhler (Ed.): How brands work. 2010, p. 288 and p. 292.
  7. ↑ See Kilian, Karsten (2010): What is a cult brand? , in: Vertriebswirtschaft, No. 1/2, p. 69.
  8. ↑ See Wiederkehr, Myriam / Nyffenegger, Bettina (2009): You decide what is cult! , Origin and influence of cult brands, p. 47f.
  9. ↑ See similarly Schmeh, Klaus (2004): The cult factor , From Marketing to Myth, p. 14.
  10. ↑ See Kilian, Karsten (2010): Hitliste der Kultmarken , in: sales economy, No. 1/2, p. 69.