• ISBN13: 9788126923182
• Binding: Paperback
• Subject: Business Management
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: Atlantic
• Publication Date: June 15, 2017
• Pages: 194
• Original Price: INR 275.0
• Language: English
• Edition: N/A
• Item Weight: 220 grams

Managing Modern Brands: Cult Theory and Psychology is a succinct work that explores the emotional connect that brand managers crave to establish between their brands and consumers. The book embodies a step-by-step methodology for creating a brand with values that are required to generate a cult-like following and knit an eternal sense of belonging. It introduces its readers to the theory of cult brands and also takes them through another exclusive theory known as the Snowball Upshot. For students who are pursuing courses in marketing and management studies, this book will provide a distinct and modern perspective on managing brands and help them in understanding the concept of cult brands and their worth in contemporary times. The book will be equally beneficial for advertising agencies, brand strategists, academicians, and researchers who can take cues from the case studies, brand stories, marketing strategies, and history of various cult brands mentioned in the book. The contents of the book include cult philosophy, managing cult brands through storytelling, role of psychology in cult branding, marketing strategies, growth and future of cult brands. The structure of this book has been developed akin to carving a chef-d'oeuvre with attention to every detail and thoughtful presentation, so that those who dive into it can take a leaf from it.

Mareen Thomas Cherian completed her Masters in Business Administration from Indore in the year 2002. She also holds a diploma in Creative Writing in English. She started her career as a Knowledge Executive in Bhopal, training students in English language and personality development. Later, as a Lecturer she taught subjects like Marketing Management, Management of Information Systems, and Marketing Research to students of MBA at ICFAI National College, Nagpur. In the year 2006, she had ghost-written a study guide on Marketing Principles for the students of Amravati and Nagpur Universities. She has also worked briefly as a Soft Skills Trainer for software employees in a firm in Nagpur. During this time, she has compiled, co-authored, and internally published two eBooks on Intermediate and Advanced Level Communication and General Management for the employees. Her work experience which spans over a decade in various companies, also includes her working in Mumbai and Pune as an Educational Advisor, Content Editor, and Business Writer. She has done extensive research on cult brands over the past few years that has resulted in this book.

• Preface
• Acknowledgements

• Part I

• 1. Introduction3
• 1.1 What is a Brand?
• 1.2 Why do We have Brands?
• 1.3 Organization Perspective
• 1.4 Consumer Perspective
• 1.5 Brand Portfolio in a Multiproduct Organization
• 1.6 Brand Positioning
• 1.7 The Emotional Realm
• Chapter Summary
• Discussion Questions
• Case Study
• References
• 2. The Philosophy of Cult
• 2.1 What is a Cult?
• 2.2 Cult in Branding
• 2.3 Can Brands Create a Cult?
• 2.4 Elements of a Cult Brand
• 2.5 How does Brand Identity and Brand Image Evolve with Cult Followers?
• 2.6 Brand Loyalty and Cult Following
• 2.7 Deviant Behaviour of Cult Brand Consumers
• 2.8 Myths Associated with Cult Brands40
• Chapter Summary
• Discussion Questions
• References

• Part II

• 3.Managing Cult Brands through Storytelling
• 3.1 Telling the Brand Story
• 3.2 The History of Royal Enfield
• 3.3 Royal Enfield’s Indian Journey and Overseas Manoeuvre
• 3.4 Royal Enfield Cult Models
• 3.5 Reasons Why Royal Enfield is a Cult Brand
• 3.6 Quantitative Analysis
• 3.7 Ad Campaigns of Royal Enfield Thunderbird
• Chapter Summary
• Discussion Questions
• Case Study
• References
• 4. Role of Psychology in Cult Branding
• 4.1 Branding and Psychology
• 4.2 Cult Branding and Psychology
• 4.3 Apple: The Greatest Cult Brand in History
• 4.4 Volkswagen Beetle
• 4.5 Theory of Cult Brands
• 4.6 Laws for Sustaining the Image of a Cult Brand
• Chapter Summary
• Discussion Questions
• Case Study
• References
• 5. Marketing Strategies of a Cult Brand
• 5.1 Brands and Marketing Strategy
• 5.2 Cult Brands and Marketing Strategy
• 5.3 Ten-point Marketing Strategy of Cult Brands
• 5.4 Market Research for Cult Brands
• 5.5 Ethnography
• Chapter Summary
• Discussion Questions
• References
• 6. Growth of Cult Brands
• 6.1The Tribe of a Cult Brand
• 6.2How is a Tribe Formed?
• 6.3 The Art of Creating a Cult Brand
• 6.4 The Science of Sustaining Cult Brands
• 6.5 The Culture of Cult Brands
• 6.6 Market Growth of a Cult Brand
• Chapter Summary
• Discussion Questions
• Case Study
• References

• Part III

• 7. Is Your Brand a Prospective Cult?
• 7.1 Characteristics of a Cult Brand
• 7.2 Advantages of having a Cult Brand
• 7.3 Challenges of having a Cult Brand
• 7.4 How Normal Brands Become Cult
• Chapter Summary
• Discussion Questions
• Caselet
• References132
• 8. Bridge the Gap and Tap a Latent Need
• 8.1 What does Your Customer Want?
• 8.2 What are Latent Needs?
• 8.3 Position Your Brand Suitably
• Chapter Summary
• Discussion Questions
• Case Study
• References
• 9. Delight the Customer!
• 9.1 The Formula of Give More
• 9.2 Adding Value to Your Brand
• 9.3 What does the Brand Earn?
• 9.4 How do Cult Brands Delight their Customers?
• Chapter Summary
• Discussion Questions
• Caselet
• References
• 10. Future of Cult Brands
• Appendix
• Theory of Snowball Upshot
• Glossary
• Index