Branding - "Girls' Generation"

Hi. I want to talk about "Girls' Generation", a sensational girls' group signers in Korea, as branding.



Before, if you're interested, you can see them on youtube from these links. I've found video in which they sing several of their most famous songs.

"Gee": www.youtube.com/watch?v=X_GZGdTI_nU&feature=related
"Hoot": www.youtbe.com/watch?v=5unhYq2zc4E
"Run Devil Run": www.youtube.com/watch?v=q_gfD3nvh-8&feature=relmfu

"Girls Generation" was launched in 2007 by 'SM Entertainment', an entertainment company in Korea. Mosly, they issue one album each year, and since 2007, they have issued 8 official albums and other unofficial ones only in Korea. In 2010, they started to perform very actively in Japan, and in Japan more than 6 albums including official and unofficial ones were issued. They sold more than 1,020,000 albums since their debut in Korea and in Japan, more than 1,054,000. Now, "Girls' Generation" are said to be the No.1 girls group in Korea and they have become icons of idols, regardless of age and gender. They are jumping toward to be No.1 in Asia in the near future.

They have such branding power that is beyond imagination that every product or soap drama, movies that they are casted are always successful. In my opinion, their branding power lies in their uniformity as one group and also their distinctiveness as one member of the group.

If you see them perform on the stages, their dances, motions, and apparels are so perfect and so uniform as a group. It seems as if the nine girls were sisters in terms of their actions and appearance. Their faces and bodies are so pretty and so well-shaped that whether you be a female or male, you have aesthetic pleasure in your eyes. As their name suggests, they have everything that a teenage girl or late twenties wish to have as a girl, and that males regard as ideal for a female to have. Also, their songs are lovely, strong, and have the similar melodies over so it's easy for anyone to sing along. As a group, the nine girls make a perfect combination, so the name "Girls' Generation" always makes you think about girls whom are healthy, beautiful, and ideal.

In addition, 'SM Entertainment' tries to shine each member so that they not only work as a group but also on their own. Yuna, Yuri, and Taeyoun, three of the members, acted in soap dramas, Seohyun is casting in a show, and some of them are also on advertisements. So even if someday "Girls' Generation" breaks up, they can always be acting without our members.

Obviously, "Girls' Generation" is more like a brand than it's like a group dancers. They are not a company, but they make more money than most of companies and have bigger and wider effects. And now they are becoming an international brand with the stream of social media as well as Korea's efforts to invest actively on media industry.