By Anvar Alikhan, Senior Vice President and Executive Creative Director, JWT Mindset
James Bond – the spy, the cult and
the brand
Anvar Alikhan (JWT
Mindset, Hyderabad) was honoured with ‘WPP Atticus Award of Merit, 2012’ in the
Branding and Identity category.
Anvar’s winning paper, “Ve know your sekret, Mr Bond” looks
at evolution of James Bond from a fictional secret agent to a global brand over
the years. Since its take-off James Bond films have grossed $5 billion – the
second biggest grossing film series of all time, after Harry Potter – and as
someone calculated, 25% of the world’s population has watched at least one
James Bond movie. In this paper, Anvar sumptuously illustrates how James Bond
is no longer just a fictional spy, or even a cult figure, but a superbly
managed global business.
The paper succinctly reveals the ‘James Bond Brand Model’
under 4 key subjects; Brand Values, Brand Rituals, Brand Deities and Brand
Symbols.
Discussing the superbly managed global business, Anvar says,
like every brand, you can put a brand value to it, calculated to be between
$2.5 billion to $3.5 billon. That makes the James Bond Brand slightly smaller
than, Ferrari, Harley Davidson and Starbucks brands, all of which have been
valued at approximately $3.5 billion, and rank among the world’s 100 most
valuable brands.
(The
article appeared in the Times of India Crest Edition http://www.timescrest.com/coverstory/ve-know-your-sekret-mr-bond-8611)
For more details on complete study,
please write to anvar.alikhan@jwt.com
