Business Case Studies, Brands & Branding and Private Labels Case Study, Oprah Winfrey's 'Celebrity Brand": Will It Work Wonders for ' The Oprah Winfrey Network'?

print page
Tell A Friend

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

Managing Personality Brands: The Harry Potter Sag

Publication Year : 2010

Authors: I Chakraborty, P Krishnan and K Roy

Industry: Entertainment


Case Code: BBP0127IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Harry Potter, a boy wizard created by JK Rowling, was introduced in 1997 as the central character of the book Harry Potter and the Philosopher's Stone. Rowling planned Potter's story in seven sequels. Following an agreement with the Warner Brothers the stories were converted into movies (as of July 2007 five stories have been converted into movies). Both the books and the movies were critically acclaimed and commercially successful. The case discusses the evolution of Harry Potter from a mere fictional character conceptualised by an unknown author into a world famous brand. The strategies that have been adopted in doing so are captured in the case study. Apart from giving a brief account of the key success factors of the brand the case also talks about its future prospects.

Pedagogical Objectives:

  • To get an insight into the creation of the Harry Potter brand.
  • To understand the key factors behind the success of Harry Potter.
  • To analyse different marketing aspects such as buzz marketing, denial marketing etc and their contribution .

Keywords :  Harry Potter, Personality brand, Pottermania, Harry Potterism, JK Rowling, Bloomsbury, Scholastic, Warner Brothers, Word-of-mouth, Retromarketing, Teasing-the-customer, Tantalizing-the-customer, Witchcraft, Wizard, Magic

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap