Thanks to the recent global success of Korean music bands such as BTS and BlackPink, Korean Pop, or k-pop, is no longer just a South Korean phenomenon. ARMY (Adorable Representative M.C. for Youth – a fan club made up of fervent followers of South Korean boy band BTS) is a fan club made up of ardent supporters of Beyoncé’s Bey Hive and Lady Gaga’s Little Monsters.
The ARMY has become a considerably more strong force than Western artist fan clubs in their devotion to their idol. Thanks to the international devotion of its ARMY, BTS has solidified its reputation as the world’s biggest boy band, with record-breaking social media rules, chart-topping songs, and sold-out gigs.
These pop music ensembles require a well-known identity when so much is at stake. We at Labbrand feel that a company’s name is crucial to the branding process: A company’s name functions as both a doorway and a carrier for all of its brand equity.
We’ve already talked about how Korean culture affected the names of some of the country’s most well-known businesses. Now we’re curious: what factors contribute to the success of a K-pop band’s brand name? What can other businesses learn from the names of these well-known K-pop groups in a larger sense?
For K-pop bands, the acronym, or initialism, is the most common naming method. H.O.T. is an abbreviation that combines the terms ‘Highfive Of Teenagers’ and ‘hot.’ It was popularised by BTS and was first used by some of the first boy bands to emerge from the Korean Wave. The band and its concept were formed in 1996, in part as a consequence of a study of high school students to find out what their ideal pop band would be.
The main benefit of using an acronym is that it is brief and easy to remember, appealing to both Korean and international audiences. The fact that the phrase itself generates little explanation piques interest at first glance, allowing the band to use the moniker as a springboard to convey the underlying concept as well as further build and grow the brand.
From 1996 to 2018, youth has been a recurring topic among the most popular K-pop bands. Furthermore, the majority of its most passionate supporters were high school students. However, as the K-pop fandom has grown larger, more international, and more diverse, the genre is expanding beyond its teenage audience. This can be shown in recent incidents.
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