This book looks at "Harry Potterization" through the lens of Malcolm Gladwells Tipping Point: How Little Things Make a Big Difference. The implications of Tipping points are highlighted to develop the brands within their wider brandscape in order to be a sustainable relationship brand. Harry Potter brand is tipped through its influential and yet delivers memorable message while interfering the situations and context impending. Malcolm Gladwells Tipping Points finest applied on Potterization which can act as a model for Pakistani film brands to consider while performing in an entertainment...

The Postmodern era has broadened our horizon on how social consumption helps consumers create a self identity and sense of liberation. Tribal marketing further takes into account these understanding in helping marketers create a marketing strategy that attempts to build social communities that are centered on a product or service.The book focuses on the consumer of postmodern era who is constantly searching for "Linkage Value." These tribes are not just held together by a sense of being in a community instead their binding force is the shared emotion and passion that linking value of a...

Hyperreality has seemingly become the new reality of life which has no existence in actuality yet it ensures its existence through its prevalence in the life of millions in various forms. Hyperreality has transformed the lives across the world and has given new meaning to life through its magical wonderments. Pakistani consumer has acquainted him/herself well with a hyperreal life style yet the untapped potential of the phenomenon needs to be exploited further. What roles can hyperreality play to generate awareness and help the Pakistani consumer to define his/her self-identity, to shape up...

Fifty years ago a smooth talking, suave debonair hero emerged from Ian Flemming's fantasy and came alive on the movie screens. This elegantly dressed assassin has been a global hero for many generations. The way Bond dresses and the brands he endorses has been much talked about. In the past few years marketing literature talking about product patronage and film's role as a brand and a brand endorser has emerged and a lot of significance has been given to the endorsed brand's role in creating a brandscape where fans not only relate to the film but to other fans as well. This book uses the idea...