Many companies try it, but very very few succeed. Nike, MB, BMW and the Yankees don't count IMO. Apple, Porsche and Harley Davidson do, and I can't think of any other examples.
There are others--Leica cameras, Rolex, Starbucks, Linux, Vans, Star Trek/Wars.
I don't think it's something you set out to attain, look at the airline Song for an example of how this backfires. I think being a cult brand is a status you attain after reaping several generations of loyal customers.