3. Branding
Whether you are a sci-fi fanatic or not, you most likely know the household names of the Star Wars franchise (some but not limited to) Darth Vader, Luke Skywalker, Chewbacca, Princess Leia, and Yoda.
The Star Wars movie franchise created by George Lucas is one of the most successful franchises in the world. As of right now, the Star Wars franchise includes 12 films, 17 television shows, books, and comics. The first installment of the Star Wars franchise, Star Wars: A New Hope (1977) exceeded expectations, breaking box office records and earning over 775 million dollars.
Since the unexpected success of the first Star Wars film, the franchise was purchased by Disney in 2012, in an effort to create more content to increase popularity.
The branding of Star Wars elevates the franchise past movies and collectible toys and has completely transformed the series into an experience for fans. George Lucas and his legendary characters have had their hand in every promotional opportunity, allowing the Star Wars brand to grow into the legendary franchise it is today.
The Star Wars brand is meant to be an immersive and nostalgic experience (such as Galaxy's Edge in Walt Disney World), created specifically for the loyal fans of the franchise.
Audience Appeal
One of the most important things to understand about the Star Wars franchise is it is catered to the fans. The Star Wars franchise is marketed as an experience to its dedicated followers, which has contributed to its worldwide success.
Star Wars fans can range from the age of 4 (fans of the newest installments of the franchise) to 70-year-olds (fans of the original trilogy). No matter how old (or young) Star Wars fans are, the company has found a way to successfully brand itself to different age groups throughout the years.
Marketing to target demographics is always a smart move, but only if you can effectively do so. Star Wars has used this opportunity to expand its demographic by communicating with fans in unique ways. Unlike other brands, Star Wars caters to an experience that is specific to each fan, and its goal is to spark emotion throughout its audience members whether that emotion is nostalgia, excitement, or happiness, which Star Wars delivers.
Innovative Marketing
Star Wars fans are a brand within themselves. And because Star Wars fans are a huge part of the franchise, Star Wars uses this to create innovative and sometimes insane marketing strategies. The idea to create an experience for the fans stems from the original idea that George Lucas had to focus on "product development, along with filmmaking and promotion."
There's a reason we see so many fanatics showing off their rooms dedicated to hundreds of limited edition figurines, lightsabers, prop replicas, and vintage products. Not only do Star Wars fans line up outside movie theaters anticipating the newest film, but Star Wars continues the experience, outside the theater with new merchandise.
The merchandise itself ranges within products, catering to different fans. Fans who choose to spend upwards of hundreds of dollars on collectible items can purchase the newest available merchandise, while parents can spend less than $30 on lunchboxes, backpacks, and toys for their young children if they choose.
The originality of the concept of linking filmmaking and merchandising was an innovative idea that has set Star Wars apart from other film franchises for years. The merchandise sector has created a separate brand for Star Wars and has made Star Wars products a "trend" in a way.
Millions of people across the world, unattuned to the magnificence of the Mandalorian, know who this small creature is. Thanks to social media, "Baby Yoda" has completely transformed the way the Star Wars universe markets itself, outside of its fanbase.
The popularity of Grogu is undoubtedly owed to his cuteness, which has made him a public icon. I have friends who once claimed Star Wars was "lame" and "nerdy", who couldn't help but find themselves obsessing over a small, fictional character they know literally nothing about.
Social media trends and memes quickly tagged along with the Baby Yoda trend, creating a new segway for Star Wars to meet social trends.
@sam_eisenberg Woah* language* #babyyoda #starwars #comedy #fyp ♬ original sound - Sam
Promotional Opportunities
Another unique aspect of the Star Wars franchise is its ability to incorporate almost any brand. Since the first film was released, Star Wars has collaborated with thousands of different brands to continue the experience for fans in their personal lives as well.
The collection was widely received from Star Wars fans as well as makeup enthusiasts.
The collection includes: a handheld mirror, a makeup bag, two eyeshadow palettes, and two lip glosses.
The collaboration will include options for iPhone, Samsung, Google Pixel, AirPods, AirPods Pro, Apple Watch, and iPads.
Fans will be able to "choose their side" with options including the Rebel Alliance and the Galactic Empire.
Star Wars' ability to take their success off-screen to the homes of people across the world, is a credit to the brand they have created over the past 45 years.
From the loveable characters on screen to the immersive experiences and products available off-screen, Star Wars has established one of the most successful brands in the world.
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