Abstract
Over ten years ago, the world witnessed the inception of one of the most impressive success stories ever - the Harry Potter books. Since the publication of the first book, Harry Potter has become a commercial, cultural and social phenomenon. With each passing year, the Potter mania has captured more and more people, boys and girls, children and adults, readers and spectators.
The Harry Potter phenomenon is an unprecedented one; everything linked to it is magical and massive: the non-stop marketing campaigns, the over-enthusiastic fans, the commercial lure around the Harry Potter brand or even the critics, all these issues are now stronger than before.
How can we explain the success of the brand Harry Potter? What are the secrets of the little wizard and his friends? This analysis provides some answers to these questions. It is divided indifferent sections:
1.The first part consists of a brief introduction to the Harry Potter series and a chronological analysis of the Harry Potter brand's success.
2.In the second part, we will conduct an internal analysis of the brand Harry Potter with the four dimensions marketing strategy called NAME: Narrative, Ambiguity, Mystery and Entertainment.
3.The third part is an external analysis of the Harry Potter phenomenon. What are the threats and opportunities that the brand is currently facing?
4.And finally, the fourth part is dedicated to the evolution of the marketing strategy and to recommendations based on the analysis.
