Brands & Branding and Private Labels Case Study

James Bond: A Meta Brand?

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Abstract:
James Bond or Agent 007, the fictitious British spy created by Ian Fleming is one of the world's most recognised and loved characters. The total revenue of all the twenty 'Bond' films is over $3.3 billion, making the Bond franchise the most profitable movie franchise ever. Product placement and brand partnerships in Bond movies have risen exponentially. For Die Another Day, the 20th Bond film starring Pierce Brosnan and Halle Berry, the producers reportedly signed deals with 20 marketing partners who put in $120 million towards advertising and promoting the film worldwide. The partners included Ford, Omega, Revlon, Finlandia, Kodak, British Airways and Samsonite

Pedagogical Objectives:

• To discuss the evolution of the Bond from a literary character to a brand in its own right
• To discuss the evolutionary nature of partnership deals the Bond movies have with consumer brands
• To discuss the relevance of such mega-budget deals for both the producers of the movie and the brands that associate themselves with the movies.

Keywords : James Bond, Ian Fleming, Ford, Die Another Day, Brands & Branding Case Study, Brand partnerships, Product placement in movies, Omega, BMW, Revlon, MGM, EON Productions, British Airways