NewJeans: Innovating branding in the global music industry

Le résumé fourni par la source

This paper explores NewJeans’ innovative branding strategies within the rapidly evolving global music industry. Utilizing Keller&s;s Brand Resonance Pyramid as a framework, it delves into how NewJeans differentiates itself through strategic brand elements, meaningful brand narratives, and engaging marketing practices. The study identifies four innovative strategies that set NewJeans apart from traditional K-pop groups, emphasizing their effective use of names, logos, mascots, and the integration of digital-era customer engagement techniques to enhance brand resonance. Further, it outlines new characteristics of consumer-based brand equity accumulation in the digital age, supplementing the original BRP model. By analyzing data from diverse sources, including social media analytics and fan interactions, the paper provides comprehensive insights into the sophisticated branding strategies employed by NewJeans to captivate a global audience. It highlights the significance of these strategies for future music marketing and brand development, contributing valuable perspectives to the discourse on brand dynamics and identity formation in the entertainment industry.

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