Marvel’s master move by turning each of its characters into assets with high brand value

The first great weapon that Disney + used to position itself in the VoD market, when it was appearing on the market and had to fight against established players, was to use a new character, but the protagonist of an already known universe. The play was round. The Star Wars universe has a high pull and achieves a very powerful drag effect, but also with its series The Mandalorian, Disney reached audiences even outside of that universe. The key was in the pull of its protagonist, starring on the network as Baby Yoda. He was endearing and lovable and became the king of memes and gifs.

When Baby Yoda closed until a new season, it mattered little. Disney had another very powerful ace up its sleeve: the Marvel universe. The Marvel contents, which had started in the comics and leapt into the movies and which were now being material for the series, have a very wide world of characters, from which many contents can be drawn.

Above all, they have a dedicated and very responsive community that will see everything they release. A fan of those contents already told me when she explained to him, at the start of Disney +, that she did not understand how they wanted to retain the adult audience with those contents only familiar with which they started. Any Marvel or Star Wars fan, she explained to me, was going to pay for the service only for the contents of those universes.

Marvel has made a very valuable mark. It is so in a general way, with a dedicated community willing to accept everything they launch and consume all derivative products, but also with each of their characters. Each and every one of them is in itself a very powerful brand, with a lot of pull and with a very high value. Their films have helped turn it into a billion-dollar empire, despite the fact that it had moments of disaster in which it seemed that they were not going to survive.

The value of Marvel characters

The success of the Marvel brand and, above all, the pull of the brands of each of its characters can be seen in an estimate of which are the most profitable characters in the cinema: 7 out of 10 are from the Marvel cinematic universe, according to FandomSpot accounts about the most profitable characters in cinema. Not only that: the top spots on the list are held by Marvel characters.

The first alien to his universe is Dumbledore, from the Harry Potter movies. Even the Marvel characters outnumber James Bond, who is tenth on the list. The other non-Marvel character is Harry Potter himself, at position 8.

The list is opened by Nick Fury, who has reported 10.3 billion euros according to the analysis accounts. They are followed by Iron Man, SpiderMan, Captain America, Thor and the Hulk. In ninth position, between the two characters of Hary Potter and James Bond, is Black Panther.

A well-stocked basket

They are not the only ones who have tried to outline the value of Marvel characters. If the above count is based on an average of what they move at the box office, a study from Syracuse University has tried to find the most general value. Marvel characters are business assets. “From a business point of view, the benefit of having a wide range of characters is similar to that of investing in a well-diversified portfolio of financial assets,” explains Eunkyu Lee, professor of marketing at the university.

This study crossed box office values ​​with screen time to determine sales pull. Her conclusions are somewhat different from the other analysis. His winner as character with the highest brand value is that the one who wins is Tony Stark / Iron Man. He wins because his high screen presence helps him: if you are watching any Marvel movie, there is a 12% probability that he is onscreen.

Tony Stark’s value is thus close to 1,000 million dollars. Captain America is between 500 and 600 million dollars and Thor between 400 and 500. Behind them are the Hulk, Black Panter, the Black Widow, Star Lord, Spider Man, Gamora and Loki. Nick Fury, the winner from the other study, is, however, the fastest growing character in terms of brand equity.

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