VICCO Laboratories received the ‘CULT Brand’ award in a ceremony held at Taj Lands End, Mumbai. Sanjeev Pendharkar, director, said it’s a great honor for the company and to the promoters of the company to receive the award.

The award was offered by BBC Knowledge, based on hard work of research on “The Greatest Marketing Influencers 2016”, offered the award with the title of “CULT Brand – Vicco Laboratories”.

“The Greatest Marketing Influencers 2016” was presented by BBC Knowledge and is endorsed by CMO Asia

Pendharkar said a CULT Brand is a product or service with a committed customer base. The attainment of such true believers; or customers is made possible because CULT Brand sell more than a product.

A CULT Brand is a brand with an extreme loyal customer base in which the consumers visualize the brand as something more than just a product, where the brand becomes a piece of their everyday lives. People for a loyal following to these brands are drawn to such an idea through the desire of wanting to belong.

A brand is a name, symbol, logo, etc. all that is identifiable to a single product or an organization. Whereas, Vicco Laboratories’ CULT Brand falls into the category of benign cults which can be defined as a following where members are truly attached or intensely devoted to the product/service the brand provides. In benign cults, human desires are fulfilled in a positive and unharmful way.

Vicco Laboratories is identified as a CULT Brand because of A superior level of customer loyalty is achieved; brand loyalists perceive no true competitors to the brand as there are no substitutes for the “True” brand; customers receive a sense of ownership with the brand; loyalty is sustained over time (as opposed to fads which are unsustainable and short lived); and customers receive more than a product, they experience a lifestyle. — SG