Authors

1. Dr. Sheenu Jain
2. Dr. Swati Soni

Affiliation

• Assistant Professor Marketing Jaipuria Institute of Management Jaipur
• Associate Professor Marketing Jaipuria Institute of Management Jaipur

Abstract

This is a big brand every marketing man dream of building, yet there’s little or no marketing that has gone behind creating it. This brand is hardly, what can be termed, easily accessible. In fact its consumer goes out of their way to experience it. This brand spent little or no money on advertising it and has been built on the strength of favorable review by consumers. Its word of mouth marketing at its best: the consumers are fanatically loyal, and won’t hear a word of criticism against their chosen brand. Welcome to the world of Tirupati.

Keywords

Brand Experience, Tirupati, Repositioning, Pilgrims, Religious Branding, Cult Brand

References

1. http://www.nytimes.com/2001/04/01/travel/a-hill-of-riches-worldly-and-spiritual.html?pagewanted=all.
2. http://tirupatibalajitemple.com/article/id/136/history-of-tirumala-tirupati-temple
3. M. Lindstorm (2015), “A dangerous cocktail: Religion & Branding?” Lindestrin Branding.
4. http://economictimes.indiatimes.com/markets/stocks/news/tirupati-trust-opens-demat-account-on-balajis-name-to-enable-devotees-to-donate
5. http://www.tirumala.org/