What is Cult?

The Oxford English Dictionary defines cult as "something fashionable or popular among a particular group of people".
But when we are talking in reference to Brands it is much more. It means fascination towards these brands not because they deliver distinctive benefits, trustworthy service, or innovative technologies (though they may provide all of these). Rather, this brand fanaticism is due to the reason that these iconic brands forge a deep connection with the culture. In essence, they compete for culture share. (Holt, 2003)
It means being passionate and being proud to own them. It’s not how the brand performs; it’s about what the brand stands for. Icons are valued because, through them, people get to experience powerful myths. Even a seemingly unremarkable product like Mountain Dew - water, sugar, green dye, and carbonation-can take on iconic power and keep it. (Holt, 2003) In a net shell “Cult Brand - ‘one’s icon, one’s ultimate desire.’”......

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Title: Cult Branding
Approximate Word Count: 11951
Approximate Pages: 48 (250 words per double-spaced page)

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