Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan09-Article4-Baba Ramdev: A Cult Brand in the Making
- Price : 80.00
- Published on January 2, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Creating a powerful brand that has innumerable loyal followers is a marketer’s dream come true. The benefit of having these legendry Brands have one common unique feature is that they have the capability to transform their customers into brand evangelists. A devoted fan base that are so emotionally connected with the brand that they it becomes a cult or religion for them. In the book “The Power of Cult Brandingâ€, Matthew W Ragas and Bolivar J Bueno, the authors have identified seven golden rules which the cult brands seem to follow. This study uses the same rules to explore the possibility of Baba Ramdev creating a cult for him. As of now, we observe that he has been successful in establishing a lasting poignant relationship with his customers, and all his followers are passionate about him and are fanatically following him. The various findings depict the fact that though unproven till date but is definitely not a ‘fad’ and has the capability of making a ‘cult’ for himself.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.