K-POP BRAND: estudo de branding em grupos de K-pop

Abstract

The global phenomenon of K-pop, South Korean pop music, has reached a multitude of listeners around the world. Its complex and unique global success in the music industry is being studied by several scholars in different countries. In this context, this research aims to find out what factors strengthen the brands of K-pop groups on the global stage from the perspective of their fans. The research uses a qualitative exploratory approach and applies the technique of content analysis to semi-structured interviews with fans of different K-pop groups. Based on the analysis, various factors that differentiate, emphasize and enhance the value of K-pop groups' brands to the public are identified. These factors, systematized by South Korean entertainment companies that build and manage the brands, reveal the strategic structure of the groups' casting, preparation, production, and promotion, depict the brands' identity and the values they offer to fans, present the artists artistic and media content and physical products sold by the companies, and describe the identification and self-expression that K-pop fans experience through the brands of the groups they follow. In addition, strengthening the brands of K-pop groups leads to the creation of successful global brands that stimulate interest and demand for South Korea and its culture.