A case study on the branding of Harry Potter

The purpose of this thesis is to identify the underlying symbolic process of the marketing and branding behind the Harry Potter series and to analyze how it functioned to affect consumers amidst the whirlwind of the "Pottermania" that existed for over a decade. The Harry Potter series has broken countless industry records and has taught us some of the most valuable marketing lessons of recent history. A perfect storm of factors served as an ideal platform for the brand's success at its inception. Despite this desirable platform, I have found that it was in fact J .K. Rowling, her loyalty to the fans, and her decisions that ultimately guided and pushed the brand to the full-fledged phenomenon it now stands. To this day, Rowling and her marketing team are ever evolving and adapting to the digital age to fulfill consumer needs and continue to give Harry Potter fans what they want. The Harry Potter brand and J .K. Rowling as brand guardian serve as highly valuable examples of marketing and adaptation in our current and future media industry.