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Harry Potter: The Story of a Global Business Phenomenon by S. Gunelius

By S. Gunelius

The Harry Potter books are the bestselling books of all time. during this attention-grabbing learn, Susan Gunelius analyzes each point of the emblem phenomenon that's Harry Potter. Delving into fee wars, box workplace profit, and model values, among different things, this is the tale of the main extraordinary model good fortune there has ever been.

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Car buyers often become highly loyal to an automobile brand once they have an opportunity to experience and personalize that brand. Strong feelings for a brand like Mercedes drive customers to repeatedly purchase the brand, simply moving up within the brand’s line of products but not buying outside that brand. The Harry Potter brand leveraged relationship marketing from the beginning. As discussed in Chapters 2 and 3, customers developed a strong loyalty to the Harry Potter brand and a deep emotional involvement with it, with little to no marketing effort.

The Coca-Cola Company had invested millions of dollars into the launch of New Coke, but at the end of the day, the company could not create a perceived need for New Coke to fulfill its business objectives. Classic Coke returned to the market three months after the launch of New Coke. On the other hand, The Coca-Cola Company launched Diet Coke in 1982 with widespread success. A need existed within the market for diet soft drinks. At the time, the only other strong competitors in the diet cola category were Diet Pepsi and The Coca-Cola Company’s TaB brand of diet soda.

Then, in 1977, a movie by George Lucas was released called Star Wars, and the trend changed. Not only were people lining up to see the classic tale of good versus evil in a 20 T H E VA L U E O F A G O O D P R O D U C T fantastic outer space setting filled with unique characters and special effects, but they were also lining up again and again to watch the movie repeatedly. Star Wars jump started a trend that continues today, with movie theaters filling comfortably and box office records going higher and higher.

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