Brand Identity and Brand Image in Film Brands: A case study of J.K. Rowling’s Wizarding World.

Abstract

This study explores brand identity, brand image and their relationship within the modern film brand of J.K. Rowling’s Wizarding World (JKRWW). The research builds upon literature into media and film brands (e.g. O'Reilly and Kerrigan 2013; Andreea 2013; Farhana 2014) as well as applying the body of academia around the relationship of brand identity and brand image (e.g. Aaker 1991; Kapferer 2004; de Chernatony 1999; Nandan 2005) to the area of film brands. A qualitative methodology is adopted consisting of ten in-depth interviews, three with film managers to understand brand identity, and seven with film consumers to understand brand image. Findings reveal the importance of the writer in the creation of JKRWW’s film brand identity and highlight how consumers relate to the brand’s characters regarding the brand image. There is a strong relationship between identity and image within the JKRWW brand which is to be recommended within film branding.