Harry Potter

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.

“Gunelius’ book demystifies the success of the Harry Potter series.  While others have called the phenomenon “magical,” this book proves that it was really the result of a carefully crafted strategy ­— a strategy that any business can replicate and profit from.  Unless you’d rather not be the Harry Potter of your industry — read and learn!” Drew McLellan, author of 'The Marketing Minute' blog and Top Dog at McLellan Marketing Group
 
“Susan Gunelius recounts in rich detail the real life story behind the marketing and branding of a story book phenomenon. She takes us through the triumphant diffusion of a glorious product using emotional communication through word of mouth, the internet, advertising, merchandising and other viral branding strategies. I specially liked the many mini-case studies, using a wealth of information on various branding campaigns, dispersed throughout the book. This book is a must for anyone interested in the marketing of imaginative products. It makes the crucial point that consistency and differentiation account for marketing success.” Arjun Chaudhuri, Thomas R. Fitzgerald, S.J. Professor of Marketing, Charles F. Dolan School of Business, Fairfield University, Connecticut, U.S.A.

“A comprehensive look at the marketing around the Harry Potter franchise – and what steps J.K. Rowling and her team of publishers and marketers took to make Harry Potter into a worldwide phenomenon.” John Laughbaum, Vice President, Channel Marketing and Sales Development, Aflac Incorporated

SUSAN GUNELIUS has a degree in marketing and spent over a decade developing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is currently a freelance writer and copywriter, marketing consultant, and professional blogger. She writes about business, branding and marketing on her personal blog, www.WomenOnBusiness.com, for b5media at www.Brandcurve.com and for Know More Media at www.MarketingBlurb.com, and her marketing articles are frequently featured on Entrepreneur.com..   
 
www.SusanGunelius.com

The Making of a Global Literary Phenomenon
The Book that Lived
The Value of a Good Product (Setting the Stage for Marketing and Promotion)
The Buzz Begins
Harry Potter as a Powerful Product and Brand (An Education in Marketing and Promotion)
Harry Potter's Influence on Print Publishing
Harry Potter's Influence on Movies and Television
Harry Potter's Influence on Retail
Harry Potter's Influence on Merchandising
Harry Potter's Influence Online
Harry Potter Becomes a Theme Park and More
Harry Potter's Global Business and Personal Influence
Predecessors to Harry Potter?s Success (Who Else Has Gotten It Right or Wrong?)
What's Next for Harry Potter and the World Affected by The Boy Who Lived?
Conclusion: The Recreation of a Literary Phenomenon