The Value Of a Good Product: Setting the Stage for Marketing and Promotion

Susan Gunelius

Chapter Chapter 2 in Harry Potter, 2008, pp 11-22 from Palgrave Macmillan

Abstract: Abstract The key to success is a good product. Sure, substandard products exist and succeed, but they lack the staying power necessary to thrive. At the basis of J.K. Rowling’s Harry Potter series is a good product. She created a time-honored story of the fallible hero and good versus evil that people have always loved. Movie franchises like Star Wars and Rocky have used the same story formula and achieved astounding success. Harry Potter’s story is a classic tale of a boy’s rites of passage. It’s a story everyone can relate to as readers join Harry as he goes through the awkward steps of adolescence including his relationships with friends,family and authority figures, his first crush, and more. Yet as Harry Potter goes through the same experiences we all went through, he does so in a detailed world filled with magic and suspense. The combination is undeniably tantalizing and fans clamor for more. Content is key, and a good product is the fundamental requirement for success.

Keywords: Good Product; Customer Loyalty; Brand Image; Emotional Involvement; Brand Extension (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_2

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DOI: 10.1057/9780230594104_2

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