Brand extension of Harry Potter
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해리포터의 성공 비결! 소설, 영화 및 각종 엔터테이먼트로의 브랜드 확장!(영문에세이)목차
1. Benefits and risks of brand extension2. Marketing strategies employed for Harry Potter in the movie industry
3. Movie ‘Harry Potter’ influences other industry
4. Obstacles to further developing the Harry Potter brand
<References>
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Harry Potter is one of the most famous celebrities all around the world. He was a virtual character of a novel, but now people can “see” him through movies, toys, clothes, video games and so on. How has he become such a famous brand? Harry Potter was created by J.K. Rowling through a series of fantasy novels. The series has seven editions and the first edition, Harry Potter and the Philosopher’s Stone, was published in 1997. All of the series were distributed in over 200 territories and have been translated into more than 65 languages so far. Due to the success of the novels, Harry Potter was also made into a movie which was released in 2001 under the same title as the first edition. The gross profit from six Harry Potter movies is over $5.4 billion so far, and two more movies are being made based on the last series of the books. The success of Harry Potter was maximised by expanding the market to the movie industry.This marketing strategy which is called ‘brand extension’ has been employed from other successful brands. This essay will discuss the impact of the brand extension of Harry Potter from books to movies, and suggest some recommendations to further develop the brand.
참고 자료
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