Merchandising Tie-ins:
When the decision to merchandise the ‘Harry Potter’ brand, was made, J.K. Rowling as the brand guardian had a very tight leash on the decisions though Warner Bros was also a part of the proceedings. The merchandising rights were won by the Coca Cola company on the premise that some conditions of the author were met. In accordance with the agreement, the company had to make a charitable contribution to a group that encouraged literacy. Also unlike the regular merchandising agreements, neither the Coca Cola products were to be shown in the Harry Potter movies nor could the company use the Harry Potter merchandise its own brand promotions. Harry Potter has to its name more than 400 official merchandise in the market. (See Exhibit 7 for a list of merchandise). Care was taken not to flood the market with the merchandise and the brand never had the largest number of merchandise. These were done mainly to prevent dilution and over-merchandising of the Harry Potter brand.
Harry Potter Gaming:
Video games also make up a vital component of the Harry Potter brand. As with the other brand extensions, J.K. Rowling remained a protective controller in game development and held veto power for many decisions. All the video games touched …show more content…
From the beginning, audiences were teased with the knowledge that the last chapter of the final book was already written and locked in a safe deposit box. Furthermore, audiences were told the final word in that chapter was “scar,” which, based on the story itself, was a significant word to fans. Additional tease tactics involved a timed release of information online including book titles and cover art for future releases. Countdown clocks for new books and movie releases appeared on websites and in stores and J.K. Rowling only made a limited number of appearances at media events and
When the decision to merchandise the ‘Harry Potter’ brand, was made, J.K. Rowling as the brand guardian had a very tight leash on the decisions though Warner Bros was also a part of the proceedings. The merchandising rights were won by the Coca Cola company on the premise that some conditions of the author were met. In accordance with the agreement, the company had to make a charitable contribution to a group that encouraged literacy. Also unlike the regular merchandising agreements, neither the Coca Cola products were to be shown in the Harry Potter movies nor could the company use the Harry Potter merchandise its own brand promotions. Harry Potter has to its name more than 400 official merchandise in the market. (See Exhibit 7 for a list of merchandise). Care was taken not to flood the market with the merchandise and the brand never had the largest number of merchandise. These were done mainly to prevent dilution and over-merchandising of the Harry Potter brand.
Harry Potter Gaming:
Video games also make up a vital component of the Harry Potter brand. As with the other brand extensions, J.K. Rowling remained a protective controller in game development and held veto power for many decisions. All the video games touched …show more content…
From the beginning, audiences were teased with the knowledge that the last chapter of the final book was already written and locked in a safe deposit box. Furthermore, audiences were told the final word in that chapter was “scar,” which, based on the story itself, was a significant word to fans. Additional tease tactics involved a timed release of information online including book titles and cover art for future releases. Countdown clocks for new books and movie releases appeared on websites and in stores and J.K. Rowling only made a limited number of appearances at media events and