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Entertainment company's brand extension with pop culture content communication

Title
Entertainment company's brand extension with pop culture content communication
Authors
Eom Y.K.Kim S.-J.
Ewha Authors
김수정엄윤경
SCOPUS Author ID
김수정scopus
Issue Date
2017
Journal Title
Information (Japan)
ISSN
1343-4500JCR Link
Citation
Information (Japan) vol. 20, no. 10, pp. 7803 - 7812
Keywords
Brand Extension; Entertainment Brand; Pop Culture Content
Publisher
International Information Institute Ltd.
Indexed
SCOPUS scopus
Document Type
Article
Abstract
The consumers today demand the brands for new experiences and diverse ways of communication. A renown brand communication strategy, brand extension can build the relationship with consumers and widen the range of their experiences. Korean pop culture contents, central to the 21st century's culture trends, has become globally popular. The entertainment companies stretch the brands beyond the conventional field of business with their established star contents and brand equity, which enables the existing brand to provide not only their fans but also consumers in general. Looking through the brand extension cases of S.M.Entertainment's which broadened their business to the lifestyle beyond their original ranges, the dissertation will analyze different types of the extension and examine the communicating strategies through the star marketing with their brand elements. © 2017 International Information Institute.
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조형예술대학 > 시각디자인전공 > Journal papers
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