O impacto do branding de Harry Potter na cultura e consumo: como o universo bruxo transcendeu a literatura

Abstract

This Course Completion Work analyzes the impact of the Harry Potter brand’s branding on contemporary culture and consumption. More than just a literary franchise, Harry Potter has established itself as a global cultural phenomenon, transcending generations through narrative strategies, immersive experiences, and strong fan engagement. This qualitative and descriptive research adopts a case study approach to investigate how the brand has reinvented itself over the years, remaining relevant even after the conclusion of the main saga. Through a chronological analysis of promotional actions, transmedia presence, and fandom manifestations, the study seeks to understand how the wizarding world has gone beyond literature to occupy a symbolic and emotional space in the collective imagination. By reflecting on these elements, the study contributes to the understanding of branding as a strategic tool capable of transforming stories into enduring brandsutes to the understanding of branding as a strategic tool capable of transforming stories into enduring brands.