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Case Title:

Brand Bond: The World Is Not Enough

Publication Month and Year :  July 2009

Authors: Ramanathan K

Industry:  Entertainment

Region: Global

Case Code:  MM0027

Teaching Note:  Available

Structured Assignment:  Available


Global Film Industry, despite having started in Europe, had lost its prominence to the Hollywood. It is believed that one among the few, for the Europeans to take credential, is the creation of brand like James Bond, a fictional character that was conceived by the British-born Ian Fleming. Having his novel Dr. No made into a feature film by EON Productions in 1962, the Bond movie series is numbering twenty-one in 2006. The series had excelled for four decades by changing its product offering to suit the contemporary demands, but without changing its core value. Even today James Bond movies are associated with cool girls, ruthless villains, exotic locations, sexual connotations, cars and gadgets. However, many branding experts question, whether this value offering and product relevance of James Bond would have a long mileage, in the context of changing customer preferences and technological revolution in film industry.

Pedagogical Objectives:

  • To analyse whether Brand Bond is an Iconic brand or a Cult brand
  • To discuss, compare and analyse the nature of British film versus Hollywood
  • To devise a new business plan to revive the brand Bond.

Keywords : James Bond; Brand Bond; Branding; Movie marketing; Cult Brand; Iconic Brand; Mass Brand; Hollywood; Brands & Branding Case Study; British Film Industry; Brand life cycle; Stages of brand life cycle; Brand image; Core value of the brand; Product offering; Changing customer preferences; Technological revolution in film industry; Brand reinforcement; Revitalization strategies, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • The Global Film Industry
  • Hollywood: The Genre of Films
  • James Bond Brand: The Making of an Iconic Brand
  • James Bond Brand: The Legacy Mandate

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