User:Fabio.pisano/sandbox

A Cult brand is a symbol-intensive brand usually tied to a single customer segment or a specific product category.

Cult Brands deliver social benefits creating a sense of belonging between people who share the same culture and passions.

Harley-Davidson is a typical example of Cult brand because no other brand can better express the open roads culture, the free spirit mythology and the Hells Angels’ macho connotations, gathering a cohesive group of fans around that.

Other Cult brands, often characterized by exclusive owners clubs and intensive social activities, are Ferrari, Ducati, Nautor Swan, Fender, Cohiba, and Breguet.

A Cult brand can develop into a Lifestyle brand when it’s able to extend to other customer segments and product categories while keeping its ability to deliver social benefits, making their adopters feel part of a group or a culture, like Apple did.

See also:

 * Symbol-intensive brand
 * Authority brand
 * Cult brand

Categories:

 * Marketing
 * Brand Management