Research - Branding

Research - Branding Research 

One Direction:

One Direction or “1D” for short, have created a huge brand for themselves. The shortened name “1D” has made its way onto many products such as dental hygiene (e.g. toothbrush), clothes, bed sheets and pillows, as well as various stationary such as pencil cases and pens, pencils, rubbers, etc. They have become globally recognised not only for their music but there huge range of products they offer, which has led to the bands products becoming so popular and demanding they now have their own “1D” store. Through the band becoming a branded pop band they have commercialised themselves and many criticise they band by saying they are not true to the music industry. However this is very typical to happen to a hugely popular boy band as this has previously been seen with boy bands for many years as the bands are influenced by their record labels and the pressure of demands. This not only offers merchandise to their fans, but promotes the band.

Justin Bieber:

Justin Bieber’s merchandise has changed massively over few years he’s been famous for. In 2010 when Justin Bieber’s song “baby” it was massive which lead to Justin becoming so famous. When he became increasingly popular Justin started out with merchandise suited to his age group which at the time were young girls from around ages 10 -15. Products sold included lunch boxes, bracelets, Dolls of Justin Bieber, earrings and posters. However as Justin Bieber has grown and his image has grown as well his merchandise is very different now compared to 2010. The products now are “stylish” and current fashion clothing such as jumpers and t-shirts, as well as mugs, bags. The merchandise on Bieber’s official site it mainly made up of jumpers and t-shirts. This is because as Bieber has grown up and so have his fans. His target audience is now around ages 16 – 22. So the merchandise available is very different as the target audience now, wouldn’t want a “Justin Bieber lunchbox”. So the use of clothing to promote and sell is much more suited to his current target audience.