By S. Gunelius

The Harry Potter books are the bestselling books of all time. during this attention-grabbing examine, Susan Gunelius analyzes each element of the emblem phenomenon that's Harry Potter. Delving into rate wars, box workplace profit, and model values, among different things, this is the tale of the main fantastic model luck there has ever been.

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Warner Bros: Film and merchandising rights 5. AOL Time Warner: Parent company of Warner Bros When these forces came on board, no one knew they had the start of a global phenomenon on their hands. Each party believed in the 12 T H E VA L U E O F A G O O D P R O D U C T product and saw its potential, but no one knew just how big it would become. Prior to the release of the seventh and final Harry Potter book, Arthur Levine of Scholastic was quoted recalling the first time he read the original Harry Potter manuscript: I could not possibly have had the expectation we would be printing 12 million copies for one book.

In effect, Harry Potter grew into a cult brand very quickly. People became so fascinated with Rowling’s books that waiting for the next book in the series to be released became agonizing. Pull marketing was generating high demand for the Harry Potter brand, and sales were consistently breaking records. Fans in the United States began ordering books from overseas, which were available earlier than they were in the United States (see timeline at the beginning of the chapter for release dates). Naturally, Scholastic felt a negative impact on sales when fans ordered their books from Bloomsbury, so it was determined that beginning with the fourth book, all subsequent titles would be released simultaneously in English-speaking countries.

During that time, the online dialogue exploded, and the Harry Potter phenomenon was born. The very nature of the Harry Potter brand as a seven-book series fed the fire of the online conversations early on and allowed it to build for years and continue to live for many years to come. In 2007, a search using the keyword phrase “Harry Potter” on the internet’s leading search engine yields millions of results. No one knew in the early days of the Harry Potter lifecycle that the brand would grow to such magnitude, but with the growth of the internet, Harry Potter fans found a place to socialize and drive the brand to cult status.

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