Managing Modern Brands: Cult Theory and Psychology

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.