Harry Potter: The Story of a Global Business Phenomenon

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More About This Book

Overview

The Harry Potter books are some of the bestselling books of all time. In this fascinating study, Susan Gunelius analyzes every aspect of the brand phenomenon that is Harry Potter. Delving into price wars, box office revenue, and brand values, amongst other things, this is the story of the most incredible brand success there has ever been and is the perfect case study for academics, professionals and students alike.

Product Details

  • ISBN-13: 9780230203235
  • Publisher: Palgrave Macmillan
  • Publication date: 6/15/2008
  • Pages: 216
  • Sales rank: 612,766
  • Product dimensions: 6.10 (w) x 9.30 (h) x 0.90 (d)

Meet the Author

SUSAN GUNELIUS is President & CEO of KeySplash Creative, Inc. (www.KeySplashCreative.com), a full-service marketing communications provider. With over 15 years of marketing experience, she spent over a decade of her career developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is the author of several business-related books, and her marketing articles have appeared in numerous publications, including Entrepeneur.com, MSNBC.com, WashingtonPost.com, FoxBusiness.com, and more. Susan also writes several business and marketing blogs, including her blog for women working in the field of business at www.WomenOnBusiness.com and her company blog at www.keysplashcreative.com/category/blog.

Table of Contents


Preface     xi
Acknowledgements     xiii
Introduction: The Making of a Global Literary Phenomenon     xv
The Book that Lived     1
Unremarkable Beginnings     2
Harry Potter is Born     3
The Cinderella Story     4
Taking a Chance on Harry Potter     5
Serendipity Strikes a Third Time     6
Harry Potter Comes to America     8
An Introduction to Branding     9
The Value of a Good Product: Setting the Stage for Marketing and Promotion     11
Start with a Product People Need     11
Harry Potter as a Marketable Product and Brand     12
The Competitive Environment     13
Building the Harry Potter Brand     17
Creating Customer Loyalty     19
The Buzz Begins     23
It Started with a Good Product and a Cinderella Story     25
Creating Awareness and Driving Sales     26
Emotional Involvement Gives the Buzz Momentum     27
Harry Potter: A Cult Brand     28
The Buzz Builds     29
The Online Buzz     31
The Word-of-mouth Marketing Success of Harry Potter     32
Harry Potter as a Powerful Product and Brand: AnEducation in Marketing and Promotion     36
Creating the Brand     36
J.K. Rowling as Brand Guardian     36
Relationship Marketing     37
The Value of the Harry Potter Brand     38
Harry Potter as a Societal Brand     39
Promoting the Brand     39
Pull Marketing     39
Word-of-mouth Marketing Drives Strategies and Tactics     41
Perpetual/Tease Marketing of Harry Potter     42
The Integrated Marketing Strategy of Harry Potter     44
What Can We Learn from the Marketing of the Harry Potter Brand?     46
Harry Potter's Influence on Print Publishing     50
Risk Equals Reward     50
Release Dates and Midnight Parties     52
Breaking Records and Shaking Up the Bestseller List     53
Distribution and Logistics Challenges     54
Genre Changes, Brand Extensions and Packaging Strategies within the Literary Marketplace     56
Harry Potter's Influence on Movies and Television     62
Bringing Harry Potter to the Big Screen     62
A New Harry Potter Buzz Begins with the Help of Perpetual and Tease Marketing     63
Maintaining Secrecy and Combating Piracy     70
Harry Potter on the Small Screen      71
Harry Potter's Influence on Retail     74
Record-breaking Sales of the Harry Potter Series Drive Traffic and Revenue for Booksellers     74
Online Retailers: Price Discounting, Marketing Tie-ins and Distribution Strategies     75
Brick-and-mortar Booksellers: Price Discounting, Marketing Tie-ins and Promotional Events     78
New Legal Issues for Booksellers     81
Changes to the Brick-and-mortar Bookstore Footprint     81
Harry Potter's Influence on Merchandising     86
The History and Power of Merchandising     86
Protecting the Harry Potter Brand from Overmerchandising     87
Merchandising Harry Potter     88
Audio Books, DVDs, Soundtracks and Video Games in the Merchandising and Brand Extension Mix     91
Unique Harry Potter Merchandising Efforts     93
Leave Them Wanting More     94
Harry Potter's Influence Online     97
The Internet Drives Word-of-mouth Marketing     97
Fan Sites     98
Leveraging the Internet to Promote and Sell the Harry Potter Brand     100
Harry Potter Websites     102
Harry Potter Continues to Live Online     103
The Impact of Harry Potter on Viral and Social Media Marketing     104
Harry Potter Becomes a Theme Park     107
The Idea for a Theme Park     107
Building a Harry Potter Theme Park     108
Retaining the Integrity of the Harry Potter Brand     108
The Wizarding World of Harry Potter Buzz Begins     109
Universal and Warner Bros Know How to Promote Movie and Character Themed Attractions     110
The Competitive Marketplace     111
Will The Wizarding World of Harry Potter Live Up to Fans' Expectations?     113
Harry Potter's Global Business and Personal Impact     117
The Harry Potter Brand Has Far-reaching Effects for the Business World     117
The Personal Impact of Harry Potter through Its Global Appeal     119
The Social Impact of Harry Potter Grows Online     120
Superfans, Conventions and More Social Influences     120
The Future     123
Predecessors to Harry Potter's Success: Who Else has Gotten it Right or Wrong?     126
Literary Case Studies     126
Graphic Novel and Comic Book Case Studies     139
What is Next for Harry Potter and the World Affected by the Boy Who Lived?     144
The Return of Harry Potter     144
Harry Potter as the Pioneer Brand and the Likelihood of Similar Successes     146
Late Entrant Strategies      147
Potential Market Followers and Market Challengers     149
Matching the Success of Harry Potter     155
Chasing, Catching and Surpassing the Success of Harry Potter     156
Conclusion: Recreating a Literary Phenomenon     161
Bibliography     164
Index     181
Customer Reviews
Average Rating 2
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  • Anonymous

    Posted January 21, 2012

    Retarded!!!!!!!

    Stupidets book on planet

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  • Anonymous

    Posted December 20, 2011

    Save your money

    I think this book offers interesting tidbits about J.K. Rowling, but that's about all it can garner for praise. It is extremely repetitive, particularly on interrelated entries about Rowling. Half of the a-to-z list comprises of non-magical entries (such as "Scholastic" or "Jessica"). It's pretty skimpy when it comes to actually explaining the things mentioned in the Harry Potter books (such as descriptions of different spells; they rarely get a comlete sentence). At times, it was even painfully inaccurate; I cringed when Professor Sprout was consistently referred to as "he." As an avid Harry fan, I bought this hoping for a detailed list that could perhaps teach me more about the world of Harry Potter, but I think I should have saved my money, as I felt that I knew more about the things on the list than the author of the book did.

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  • Anonymous

    Posted December 9, 2011

    43$ really

    So much money

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  • Anonymous

    Posted December 5, 2011

    Not a good price

    Bad!!!

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  • Anonymous

    Posted November 28, 2011

    :(

    :(

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  • Anonymous

    Posted November 20, 2011

    The real Harry potter books are coming to nook!

    J.k.rowling has siad that there finally brringing harry potter to nook by early next year or sooner! And no im not making this up!

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  • Posted August 11, 2011

    Not worth it

    Who buys that

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  • Posted July 31, 2011

    Sucked

    Sucked hated the price

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  • Posted July 22, 2011

    ....

    I find it sad that there are more harry potter analysis books than harry potterbooks themselves. They are making it difficult to find a decent harry potter book of your nook :(

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  • Posted July 10, 2011

    Is this evin Harry Potter?

    Or is it the guy in rohde* island *sorry for the bad spelling

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  • Posted March 24, 2011

    Suckage

    seriously

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  • Anonymous

    Posted January 1, 2011

    too spensive

    book suck big time

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  • Posted April 12, 2009

    more from this reviewer

    I Also Recommend:

    Obviously Targeted for a Specific Audience

    I have a growing collection of Harry Potter analysis books and this is one that I heard about from the Azkatraz 2009 website which stated that the author would be giving a lecture off-site at that conference. I looked up the book and ordered it after some thinking.

    This book is good if you like to read about the entire Potter phenomenon - not just the books. So if you like analysis of the canon and Rowling's interviews, this book is not for you. Also, it is published by palgrave-macmillan and has the tone of a textbook (I can see it being used at the college level), and so passages are redundant to drive home points in a student's mind.

    Other than that, let me tell you some good thing about this book: it presents pretty up-to-date information on Harry Potter as a brand and its sales records. Instead of focusing on the actual releases of books, it looks at sales strategies: how the embargos worked, the release dates of movies/books/video games, Rowling as brand guardian, etc. However, this is just the latest information. For example, it only has the status of the Potter brand up through the fifth movie release and the Deathly Hallows book release. No doubt this will have to be expanded for a second edition after the release of all eight films based on the seven books and the Deathly Hallows paperback release, as well as the opening of the theme park. The theme park is mentioned, but at the moment it's still being built, so a lot of that information will be needed for another edition. Luckily that will make this book longer than it's 150 pages or so of actual text (there's a long bibliography).

    I don't know if you'd want to wait for a newer edition in 2011 after the opening of the park and the release of the last film, but who knows if there will be one. At the moment, hardcover is the only format, and so the book is pricey, but to those of us who just can't get enough of Potter, we know that some of these books are just going to be expensive and that's the way it is.

    As a couple of side notes: the author has a video up on youtube.com (just search "Susan Gunelius") in which she talks about this book, and the editing on this book is very well done.

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  • Anonymous

    Posted December 19, 2009

    No text was provided for this review.

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    Posted February 23, 2010

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    Posted July 4, 2011

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    Posted December 13, 2009

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    Posted January 7, 2010

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    Posted July 21, 2010

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