Entertainment company's brand extension with pop culture content communication

Yoon Kyung Eom, Su Jeung Kim

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)7803-7812
Number of pages10
JournalInformation (Japan)
Issue number10
StatePublished - 2017

Bibliographical note

Publisher Copyright:
© 2017 International Information Institute.


  • Brand Extension
  • Entertainment Brand
  • Pop Culture Content


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