The power of cult brands

Article Abstract:

A cult brand is a product that has found a market niche and dominates it. Its consumers have intense brand loyalty. One example is the motorcycles manufactured by Harley-Davidson Inc. The marketing characteristics of cult-brand manufacturers include breaking down barriers between company and customer, focusing on highly defined groups rather than using mass-marketing techniques, and maintaining close contact and communication with customers. Other companies highlighted include Maxis Software and Apple Computer Inc.

Analysis

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Dale Carnegie's blues

Article Abstract:

Dale Carnegie and Associates Inc has launched an advertising campaign and updated and streamlined its courses to meet changes brought about by recession and modern lifestyles. The firm hopes to counteract a 1991 revenue drop of 7% including an even larger drop in licensees. Carnegie is not intimidated by tough times, since it has succeeded during tough economic times throughout its 80-year existence. The firm sees opportunity for growth in the former communist areas of Eastern Europe.

Business and secretarial schools, Management, Company Profile, Self-help groups, Self help groups, Dale Carnegie and Associates Inc.

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Juggling the books

Article Abstract:

The recession has not boosted the sales of workbooks and computer programs for home budgeters. Intuit Inc markets Quicken, a software program for personal finance. Its annual growth rate, both before and during the recession, has been 40% to 50%. Dome Publishing Co, a leading publisher of home-budget workbooks, has static sales figures for its best-selling workbook. Less than 60% of Americans budget for their household expenditures.

Prepackaged software, Book publishing, Computer programming services, Equipment and supplies, Personal budgets, Intuit Inc., Dome Publishing Company Inc.

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