[Kulture Issue] From team name to logo K-pop groups and rebranding strategies

I-dle, CRAVITY, NOWZ. These K-pop groups all have something in common. They all recently underwent a rebranding.

Rebranding in marketing is the process of updating or changing a brand's identity, be it by a change in name, logo, slogan, visual or verbal presentation.

Today, we want to delve in to what rebranding means for K-pop groups.

For that, we are now connected with our K-pop expert Jeff Benjamin. Hello Jeff!

Q1. Let's start with the girl group i-dle, which sent off the "G" of their former name (G)-I-DLE with a kind of "funeral", and have been continuing their successful career as a powerful K-pop idol group. How do you assess the rebranding of i-dle?

Q2. Next, let's talk about CRAVITY, a group that you have also spoken well about before Jeff.

How did they undergo a rebranding?

Q3. (Any other mentionable rebranded groups?) Now, why are these groups changing their names, logos, etc.? Why do they go through this process? What are they aiming for?

Q4. So how are fans reacting to rebranding? (Also, is there a difference in the reaction from overseas fans and domestic fans?)

Q5. In some cases, groups have to inevitably change their name as they move to a different agency, such as HIGHLIGHT and BBGIRLS . Recently, even a relatively new boy group, former NOWADAYS, begun a new era after turning into "NOWZ". What are your thoughts on the potential risks or concerns groups can face with rebranding?

Q6. How do you think the process of rebranding will affect the sustainability of K-pop artists?

Thank you very much Jeff for your insights, talk to you next time.

Thanks Walter for kicking off the new week with us, see you tomorrow.