Harry Potter’s Influence on Merchandising

Susan Gunelius

Chapter Chapter 8 in Harry Potter, 2008, pp 86-96 from Palgrave Macmillan

Abstract: Abstract Business loves merchandising. Not only does it keep a brand in front of consumers, but it also extends that brand. Merchandise serves two purposes: it acts as a form of advertising by increasing awareness and recognition of a brand, and it acts as a revenue stream for the companies behind the merchandise. The allure of merchandising can be hard to resist, and many brands fall victim to over merchandising. When that happens, the market becomes saturated with products related to the brand and in the end, the brand becomes diluted to the public. The brand’s message is not consistently communicated across the myriad of merchandising efforts, and customers have difficulty staying emotionally involved in a brand with a confusing message.

Keywords: Video Game; Brand Image; Merchandising Effort; Brand Extension; Audio Book (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_8

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DOI: 10.1057/9780230594104_8

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