Harry Potter Online Money

Harry potter online business.

It must be magic. In less than 10 years, Harry Potter has become one of the world's most widely recognised names. A brand name indeed. In terms of books sold, Harry Potter stands third in the all-time literary charts behind the Bible and the thoughts of Chairman Mao. And, I suspect, read rather more avidly over the past 10 years than either of those other literary heavyweights.

But is it a brand - and what makes it one? Our understanding of brands ranges from 'it's a logo' to 'it's a set of values by which you organise and drive a business'. On the first, simple definition, Harry Potter's lightning flash is becoming as recognisable as Nike's swoosh or the golden arches of McDonald's, and he has many other distinctive brand elements such as ownable words. 'Quidditch', for example, was recently voted one of the nation's favourite words, even though it has yet to find its way into most dictionaries.

On the second definition, it's tempting simply to let the figures make the case. Worldwide sales of 250 million books, with translations into 61 languages, including Ancient Greek. With films made of the first three books in the series (and numbers four to seven bound to follow) almost £1 billion has been earned at the global box office. But let's not forget £430 million worth of DVD and video sales, more than 400 items of merchandise and a brand valuation of £2.2bn.

A book by Stephen Brown -Wizard! Harry Potter's Brand Magic - makes clear that this success is a triumph of marketing. Perhaps not marketing in its most traditional or conventional form, but marketing as it has been developing and will continue to develop. Harry Potter - or his creator, JK Rowling, and the marketing machine that now surrounds her creation - has used the techniques of branding and marketing in a way that can only be envied (and will no doubt be copied) by other super-brands. Look at the way every retailer who has ever picked up a book has been falling over itself in its haste to sell Harry Potter's latest at virtually cost price. They simply want a little of the glory, the magic, to translate into the patter of greater footfall in their shops.

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