Harry Potter as a Powerful Product and Brand: An Education in Marketing and Promotion

Susan Gunelius

Chapter Chapter 4 in Harry Potter, 2008, pp 36-49 from Palgrave Macmillan

Abstract: Abstract As we’ve discussed, Harry Potter didn’t start out as a brand, but it became one as consumers experienced it, related to it, relied upon it and talked about it. Throughout the lifecycle of the Harry Potter product, J.K. Rowling has been at the heart of the brand, ensuring that the marketing and business behind Harry Potter remains true to her vision of the character and books. Her efforts and the understanding and belief in the brand among the team behind Harry Potter created a consistent brand image that consumers embraced.

Keywords: Corporate Brand; Relationship Brand; Marketing Opportunity; Marketing Tactic; Automobile Brand (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59410-4_4

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DOI: 10.1057/9780230594104_4

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