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06-26-2005, 08:25 AM
| | |  Is 'Harry Potter' a brand?
The Observer has a new article which looks at the marketing campaign of the Harry Potter books and asks what it is about Harry Potter that makes it a brand. Quote:
Our understanding of brands ranges from 'it's a logo' to 'it's a set of values by which you organise and drive a business'. On the first, simple definition, Harry Potter's lightning flash is becoming as recognisable as Nike's swoosh or the golden arches of McDonald's, and he has many other distinctive brand elements such as ownable words. 'Quidditch', for example, was recently voted one of the nation's favourite words, even though it has yet to find its way into most dictionaries.
Quote:
A book by Stephen Brown -Wizard! Harry Potter's Brand Magic - makes clear that this success is a triumph of marketing. Perhaps not marketing in its most traditional or conventional form, but marketing as it has been developing and will continue to develop. Harry Potter - or his creator, JK Rowling, and the marketing machine that now surrounds her creation - has used the techniques of branding and marketing in a way that can only be envied (and will no doubt be copied) by other super-brands.
Quote:
The basic argument is that Rowling, far from being hijacked by the marketing sorcerers who have exploited her innocence, is actually something of a marketing professor herself, even if she has never had a day's academic education in the subject. She has created Harry Potter using branding techniques and the books themselves are full of brilliantly invented brands, corporate strategies, advertising campaigns and every element of the marketing mix. In effect, they make a textbook case for marketing.
The rest of the article can be read here.
Source: HPANA  | |
06-26-2005, 10:13 PM
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#26 (permalink)
| | Dugbog
Join Date: Oct 2003 Location: Vancouver, Canada
Posts: 671
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I guess Harry Pottter is a brand. I don't think JK Rowling intended for it to be. Of course not. Companies probably just made all this merchandise and stuff just to earn money.
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06-26-2005, 10:21 PM
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#27 (permalink)
| | Hinkypunk
Join Date: Feb 2004 Location: Sydney, Australia
Posts: 838
Hogwarts RPG Name:
Bekindi
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There is merchandise for adults *coughvibratingbroomscough* lol I totally agree that Harry Potter has become a brand, to me thats a good thing! JK didn't really want so much merchandise, I read an interview ages ago she said she would never let there be little harry toys in happy meals ******
It is just natural for people to want more money and take advantage of peoples obsessions, seriously, imagine how much the rights to harry merchandise would have been...o m g! | |
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06-26-2005, 10:22 PM
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#28 (permalink)
|  Field Hockey GalMooncalf
Join Date: Jul 2004
Posts: 512
Hogwarts RPG Name:
Jess
Graduated |
Its soo a brand, it more than that its some people's life's....I mean c'mon Harry Potter has to be a brand with all the hit movies and super cute stars, It was bound to happen and it happened a long time ago.
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06-27-2005, 02:05 AM
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#29 (permalink)
|  Admires Ginny's Sanity DA Galleon KeeperSS Featured AuthorClabbert
Join Date: Dec 2004 Location: Limerick =)
Posts: 2,546
Hogwarts RPG Name:
Mione Borthwick
Sixth Year |
I think HP is a brand..if you show someone the lightning bolt...they usually think HP!  Go Hp!!
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06-27-2005, 02:31 AM
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#30 (permalink)
| | Faerie
Join Date: Sep 2004 Location: In a Sanrio store spending big bucks!
Posts: 3,874
Hogwarts RPG Name:
Cocoa
Third |
I agree with this article!  | |
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06-27-2005, 03:15 AM
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#31 (permalink)
| | Hippogriff
Join Date: Sep 2004 Location: TeXaS!!! UsA!!!
Posts: 3,462
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hmm..never thought of it as a brand..
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06-27-2005, 02:37 PM
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#32 (permalink)
| | Mooncalf
Join Date: Nov 2004 Location: reading the deathly hallows......again!!
Posts: 526
Hogwarts RPG Name:
angelina Johnsson
Fourth |
Quote:
Originally Posted by *alohamora* erm, right. Who really cares that it's a brand? That just makes it better for fans. I agree with that but I have never really thought that its a brand before
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"I blame it on magic mushrooms!"
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06-27-2005, 03:25 PM
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#33 (permalink)
| | Gnome
Join Date: Jun 2005 Location: wishing my friend would go to my school and not his school.
Posts: 88
Hogwarts RPG Name:
sam (samantha) livingston
Second |
We'll I can also bleave that HP is a brand!!!!!!!!!!!
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06-27-2005, 03:58 PM
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#34 (permalink)
|  Hogwarts Dance CaptainSkrewt
Join Date: Feb 2005 Location: Dancing with Ronald
Posts: 1,209
Hogwarts RPG Name:
Jenna Reetz
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I guess Harry Potter could be a brand. I mean there is a lot of Harry Potter merchandise out there. I just wish they would sell Harry Potter merchandise in stores! I mean, nowadays you have to buy that kind of stuff online now.
__________________ Live the Magic
Now and Forever
Harry Potter will never be gone. Not as long as those who remain are loyal to it.
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"The Last Enemy that shall be Destroyed is Death" | |
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06-27-2005, 04:30 PM
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#35 (permalink)
|  Ministry ApprovedUpperclass Twit of the YearVanishing BadgerTroll
Join Date: Dec 2004 Location: Watching Monty Pytho
Posts: 4,789
Hogwarts RPG Name:
Raymond Luxury-Yacht (but it's pronounced Throatwobbler Mangrove)
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I don't think that Harry Potter started as a brand. That idea is just ridiculous. J.K. Rowling has superb talent at writing and wrote these books because she wanted to, not for the money or branding. She believed in her writings when she got rejected by those dozen book publishers and continued to pursue getting SS/PS published. It's the incredible success of these books that has turned it into a brand. I mean, really, any good businessman/woman would take jump at the chance and take advantage of something as popular as Harry Potter. It's the money-making jackpot of this decade. When a completely made-up word is the favorite word of an entire country, you've got something big.
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06-27-2005, 04:38 PM
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#36 (permalink)
| | Erumpent
Join Date: May 2004
Posts: 13,474
| Ultimate Potterite Original original
I've never thought of Harry Potter as becoming a brand.. But I wouldn't mind. It would be interesting.. | |
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06-29-2005, 06:42 PM
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#37 (permalink)
| | Bundimun
Join Date: Jun 2005
Posts: 43
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a brand? ummm I don't know. I like HP is very popular and liked by many. I think we all love HP. Maybe the press is saying that we wear clothing and uses words that don't make any sense except in the wizarding world. Well anways its a different view of looking at HP as a brand.  | |
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06-30-2005, 02:18 PM
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#38 (permalink)
| | Fwooper
Join Date: Nov 2003 Location: leaving a trail of s
Posts: 9,603
Hogwarts RPG Name:
Katie Minnson
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I've never really thought of HP as a brand, but I guess it's pretty cool, that means more stuff to buy and collect.
__________________ Luke <3 Angel Pupness loves Angel mooore.  
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07-05-2005, 03:13 PM
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#39 (permalink)
| | Faerie
Join Date: Feb 2004
Posts: 4,116
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Quote:
Originally Posted by angeline_fire I agree with Ottery.......
the book is just a piece of good writing!!!
and a brand is made of everything thats a success...so if HP is made a brand it'd be no surprise,,,anyways just so long as the books are great...who cares abt anything else!!!!!!!!! Thats exactly what I think........
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