Harry Potter: A Case Study in Excellent Branding
July 21, 2007 by Susan Gunelius
Filed under Marketing
The Harry Potter brand is a worldwide phenomenon. With the seventh and final book in the popular series (Harry Potter and the Deathly Hallows) being released today, and the fifth movie in the cinema franchise (Harry Potter and the Order of the Phoenix) currently breaking records at the box office, the Harry Potter brand is stronger than ever.
It seems like everywhere you turn people are talking about JK Rowling and Harry Potter. Even E!’s The Soup poked fun at the Harry Potter buzz with a chart similar to the one below.
This got me to thinking of how the Harry Potter brand has creeped into so many aspects of everyday life. From the books and movies to video games, clothes, toys, a theme park and so much more. Throughout the rise of the Harry Potter brand, it has always communicated a consistent message that has attracted people from a myriad of demographic profiles across the globe.
I can see Harry Potter becoming a case study in a college marketing class or the subject for a thesis or even the subject of a book on marketing and branding. It’s not often that a brand comes along that touches so many people and that so many people are sad to see come to an end (at least as far as new books are concerned – or so we’re told).
That’s all for today. Now I have to start reading my new copy of Harry Potter and the Deathly Hallows.
Harry Potters already on many college professors teaching list. I’ll always prefer Tolkien.
Yes, the classics never get old.
It’s interesting to think of how the books would fare without the movies, products, or fan clubs. I think these aspects drive the Harry Potter phenomena even more than the books themselves.
I definitely agree that the movies and merchandise keep the momentum of the brand going inbetween books!