4. Not only this… They get a sense of fulfillment in spreading the word about the brand.
5.
6. What are the characteristics of Phenomenon Brands:
7. They are part of a trend or lifestyle. If you are a user of the brand, you are in; otherwise you are a dud who is missing so much in life.
8. They are futuristic. They give you a sense of ‘the latest’ and let you imagine ‘the future’ better. You just feel fascinated by the way these brands think ahead of you.
9. They have a mass appeal. They are not exclusive or far from the reach of middle-class. Even if there is a premium, it’s worth the experience.
10. They reflect attitude of the consumer . Look: I am cool; I am up to date; I am smart; I am different; and so on.
11. They build identity for the consumer and social groups. The brand becomes the source of group and identity.
12. They provide unique experience. The brand gives lots of novelty and experience, offers ideas/ features that are not even asked for.
13. They connect with the youths. The brand fascinates the youth and they love to talk about it.