Over ten years ago, the world witnessed the inception of one of the most impressive success stories ever - the Harry Potter books. Since the publication of the first book, Harry Potter has become a commercial, cultural and social phenomenon. With each passing year, the Potter mania has captured more and more people, boys and girls, children and adults, readers and spectators.
The Harry Potter phenomenon is an unprecedented one; everything linked to it is magical and massive: the non-stop marketing campaigns, the over-enthusiastic fans, the commercial lure around the Harry Potter brand or even the critics, all these issues are now stronger than before.
How can we explain the success of the brand Harry Potter? What are the secrets of the little wizard and his friends? This analysis provides some answers to these questions. It is divided indifferent sections:
1.The first part consists of a brief introduction to the Harry Potter series and a chronological analysis of the Harry Potter brand's success.
2.In the second part, we will conduct an internal analysis of the brand Harry Potter with the four dimensions marketing strategy called NAME: Narrative, Ambiguity, Mystery and Entertainment.
3.The third part is an external analysis of the Harry Potter phenomenon. What are the threats and opportunities that the brand is currently facing?
4.And finally, the fourth part is dedicated to the evolution of the marketing strategy and to recommendations based on the analysis.
[...] Harry Potter has become a very strong brand owing to the skills and competencies of the author and the very effective global marketing strategies. But the brand image has to be constantly updated to meet the market needs. In the fourth and last part of the essay, we will evaluate the strategy and write some recommendations about how the company can increase its brand image and reach new consumers. Evaluation of the strategy and recommendations The success of Harry Potter brand's strategy is certainly due to its innovative, mysterious and quirky features. [...]
[...] Even if the success was not as massive as the former's success, the multiplication of these books and movies is a real threat. It could turn the cultural phenomenon into something fashionable at the moment. And Harry Potter is more than that, it is a real culture. To conclude, the following statement is really significant about Harry Potter's power: locations showcased in the movies have become destinations for many tourists! Socio-cultural factors From the internal analysis, we understood that Harry Potter is a socio- cultural phenomenon. [...]
[...] The multiple books that try to explain Harry Potter's success and elaborate theories about the author. The over-enthusiastic consumers who create blogs, tribute websites and conventions are also a story related to Harry Potter. The ongoing, non-stop publicity campaign is something new: every time a new book is published or a movie released, you may find Harry Potter everywhere in media, shops or even in the streets! And finally, even if there are some more stories like Quidditch, there is the story about what will happen after the seventh book. [...]
[...] It was recently developed by marketing scientists and highlights the four main factors of Harry Potter's success: the story is highly Narrative and contains a lot of Ambiguity and Ambivalency as well as a big proportion of Mystery, but finally Harry Potter is above all Entertainment. Consequently, this part is dedicated to a successive study of the four dimensions. Narrative Firstly, the Harry Potter brand is impressively Narrative, it is not just one story that is being narrated but a series. [...]
[...] Entertainment Finally, Harry Potter is probably one of the most entertaining stories we have ever heard of: the marketing campaigns, the Harry Potter fandom and of course the books and the movies are just pure pleasure and entertainment. Harry Potter has become the symbol of many different things and one of the entertainment economies. New successful marketing strategies After six books and four movies, we can say that Harry Potter was the origin of major innovation concerning advertising and marketing campaigns. [...]
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