Before I get into the core of this article, I’d like to point out that I am in no way affiliated with the Rich Jerk. In fact, I’m not even going to link to the Rich Jerk’s websites, and I’m not going to place a hoplink either.

As well, I’m not going to get into the ethical questions regarding the Rich Jerk’s products, as that’s not the purpose of this case study. Instead, I’m going to focus on the brand and the marketing behind it.

I’m going to refer to the Rich Jerk’s owners and umbrella company as simply “the Rich Jerk” for simplicty’s sake.

Intrduction
Marketing a product to a level where it attains god-like status isn’t easy. Though there have been many products that have accomplished this (Microsoft Windows), the method of getting there is often wrought with challenges and tribulations. It isn’t easy, but it can be rewarding in both a financial and professional sense.

The Rich Jerk has attained that level of status on the internet as the brand of choice for affiliate marketers, and the business surrounding the Rich Jerk has grown to a point where it brings in hundreds of thousands of dollars per year (if not more).

The income claims made by the Rich Jerk may be a bit zealous (who actually knows what they are anyway), but there is no denying the fact that the business surrounding the Rich Jerk is quite lucrative. The Rich Jerk has been online for a few years now, and it is starting to enter the final phase of the general marketing formula (decline). However, that doesn’t change the fact that the Rich Jerk enjoyed a wildly successful climb to the top.

What is the Rich Jerk?
The Rich Jerk is not a person, nor is it a company or a series of entrepreneurs. The Rich Jerk is a brand, in the same way that Pepsi Cola or Colgate are. Though there is a company associated with the brand, the mere mention of the name immediately evokes memories and favorable (or infavorable, depending on your experience) responses.

The Rich Jerk became something of a marketing phenomenon, as just about every ClickBank affiliate under the sun started promoting the Rich Jerk eBook. The eBook itself was of questionable quality, depending on what your expectations were, but that was irrelevant. When someone bought the Rich Jerk’s eBook, they were buying the brand and the opportunities associated with it.

Never underestimate the power of psychology- brand awareness is a major factor in decision making, and you can bet that many of the people who purchased the Rich Jerk eBook did so because it was the product to own. If anything, it provided the moral kickstart required for a few affiliates to get their businesses off of the ground.

In short…
The Rich Jerk brand is valuable- more valuable than any website or product associated with it. The name itself is what makes money.

Next Article
The next part of the case study will deal with the main marketing strategy employed by the Rich Jerk, and how it was successful and why.