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Branding, Bonding, and a Brand's Reputation: The Pottermore Case
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Author(s): Hazal Baran (Istanbul Commerce University, Turkey)and Tuğçe Öztel (Istanbul Commerce University, Turkey)
Copyright: 2018
Pages: 19
Source title:
Reputation Management Techniques in Public Relations
Source Author(s)/Editor(s): Ayse Erdemir (Istanbul Commerce University, Turkey)
DOI: 10.4018/978-1-5225-3619-2.ch016
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Abstract
Digitalization has brought continuous innovations and changes in market structures, consumer needs, and in types of products and services. In today's digital world, brands prefer establishing one-to-one emotional bonds with their consumers, abandoning traditional marketing methods, and instead, they are on the lookout for new marketing methods in order to ensure a strong reputation so as to promote sales. Punk marketing is one these methods. This chapter studies punk marketing, reputation management, and brand loyalty through the demonstration of a case study analyzing the website for Harry Potter fans: Pottermore.
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