Harry Potter: A Multi-Billion Dollar Business

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG079 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Brand Management
Case Length : 15 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Amazon.com
Industry : Books and Publishing
Countries : UK


The case examines how the Harry Potter series of books led to the creation of a multi-billion dollar business for various companies across the world in the early 21st century.

The creation, development and management of Harry Potter as a brand is examined in detail. The case then describes the various marketing and promotional activities taken up by Harry Potter's author and publishers in the UK and the US.

Thereafter, the case examines how Warner Brothers (which acquired its worldwide licensing and movie rights), turned the brand into an immensely successful marketing property.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The case also explains the reasons why Warner Brothers and J.K Rowling were very protective about the brand and what precautions they took to ensure that the brand's image does not get diluted. Finally, the case also comments about the future business prospects of the Harry Potter brand.


• Study the importance of carefully designed marketing efforts for creating and managing strong brands.

• Examine the synergies between the print and entertainment media and appreciate how successful books are made into movies and the marketing of such movies


  Page No.
Harry Potter's Magic Spells Success for Many! 1
Creation of the 'Harry Potter' Brand 2
Nurturing the 'Harry Potter' Brand 4
Making Money from Magic 8
What Does the Future Hold for Harry Potter? 10
Exhibits 12


Harry Potter, books, multi-billion, dollar, business, 21st century, creation, development, management, Harry Potter, brand, examined, marketing, promotional, Harry Potter, UK, US, Warner Brothers, brand, marketing property, J.K Rowling, protective, brand's image, diluted, future, business prospects

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