Monday, July 14, 2014

HBO's "Game of Thrones" Licenses and Licenses and Licenses

Game of Thrones is HBO's most popular series--ever.

Across platforms, it averages more than 18 million viewers per episode, eclipsing HBO's hit series The Sopranos. 

 Naturally, HBO wants to make the most of this highly visible brand.

So it's been licensing Game of Thrones for all manner of products, including:

  • Jewelry made by Pyrrha, featuring the symbols of the powerful Westeros houses (see above). Pyrrha segments this market by gender, recipient (family, friend, etc.) interest in a particular "house," type of jewelry, and meaning (friendship, love, wisdom, recovery, etc.)
  • Beer made by Ommegang, a New York brewery. The initial beers were inspired by the House of Targaryen (think dragons). 
  • The Wines of Westeros, made in Australia, will debut in 2015, in time for Season 5 of the series. Aggressive Westeros houses are represented by red wines, while white wines embody the subtlety of the sly houses.
  • Living Language is planning to offer a new "Learn Dothraki" language course in October.
What product categories can Game of Thrones NOT conquer with the strength of its brand equity?

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