Group 8

Lee Hyori � Born May 10, 1979 (Age 34) � Debuted in 1998, a member of Fin.K.L. � Group broke up in 2002 � First solo single “10 Minutes” in 2003 � Six full-length albums as a group and five as a solo �  Emceed several talk shows and “variety shows” �  Won both Gayo-daesang and Yeonye-daesang One of the most successful female singers and the most important television characters in Korea

Lee Hyori is one of the most powerful brands in Korea People buy products because of her Companies pay her millions of dollars for her brand Soju, mobile phone, car, insurance, bed, gochujang, rice cooker, vitamin drink, jeans, cosmetics…

For 16 years… Music, talk shows, commercials, reality shows, comedy, and her personal life… A successful transformation from a girl next door to a sexy pop diva But what about now?

Her ambition She doesn’t want to be a pin-up doll any more. Glamorous pop star vs. artistic, natural self Conflicting brand elements

vs.  

Lee Hyori 2.0 How she can maximize her brand equity in this ever-changing industry

while accomplishing her ambition

Trend Industry �  Hallyu – Korean culture’s popularity in overseas markets �  Highly competitive industry – both music and TV �  Male-centric TV programming

Audiences �  Increasing demand for diverse contents �  Independent music, foreign programs, new formats of TV shows �  Highly fragmented needs and wants

Competitions �  Female solo singers such as BoA and girl bands like Girls’ Generation and 2ne1

�  Male TV talents: Yoo Jae-seok, Shin Dong-yup

�  Female TV talents: Eugene, Sung Yuri, Seo In-young

What does Lee Hyori have and they don’t? Find the source of competitive advantage among brand elements

Glamour Star

quality

Mature Easy-going

Feminine

1   2   3  

Suggestions 1 Strengthening the core brand: Pop star Lee Hyori 2 Extension of Musical Career: Producer Lee Hyori 3 Extension of TV Career: Talk show host Lee Hyori

Maintain her unique identity even while mixed with different genres

1 Pop Star Lee Hyori

The strong identity of producers extended to other artists creates greater effect

2 Producer Lee Hyori

3 Talk Show Host Lee Hyori

Chelsea Handler, host of Chelsea Lately Strong niche appeal among male late night talk show hosts Popular among female viewers

Ellen Degeneres, host of The Ellen Degeneres Show Unique character of the host differentiated from other old-fashioned daytime shows

6 o’clock time slot, targeting female viewers Stable ratings (10% on average) + increased mobile viewership expected

Go Hyun-jung, host of The Go Show Failed in the prime time slot – very competitive Go’s presence insignificant unlike expectation

Glamour Star

quality

Mature Easy-going

Feminine

1 Satisfy female viewers whose voices are unheard in the media 2 Safer approach in non-prime time slot 3  Facilitate the key elements of Lee Hyori brand 4  Create a new trend in the media industry