Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 26 pages
Data source: Published sources
Abstract
The global film industry, despite having started in Europe, had lost its prominence to Hollywood. It is believed that one, among the few, for the Europeans to take credit, is the creation of the James Bond brand, a fictional character that was conceived by 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 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 the technological revolution in the film industry.
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Abstract
The global film industry, despite having started in Europe, had lost its prominence to Hollywood. It is believed that one, among the few, for the Europeans to take credit, is the creation of the James Bond brand, a fictional character that was conceived by 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 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 the technological revolution in the film industry.