Proper

Abstract

Brand extension is a brand communication strategy that enables to build consumer relationships and to expand the consumers’ experiences with regards to the brand. Recently, Korean entertainment companies attempt to extend their brands into diverse fields using their own contents with pop stars. Korean pop culture contents, central to the 21st century’s culture trends, has become globally popular and with the current, the entertainment companies stretch the brands beyond the conventional field of business with their established star contents and brand equity. In the text I would like to analyse brand extension cases with S.M.Entertainment that extended into a lifestyle business and discuss the communication strategy using the pop star contents as brand elements.