Publications
Publications
- August 2022
- HBS Case Collection
BTS & ARMY
By: Doug J. Chung and Kay R. Koo
Abstract
Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms transformed how organizations connect and communicate with their customers. By leveraging the expanding demand for content on social network platforms, BTS, from the beginning, adequately used these platforms to generate awareness and brand exposure. Different from other artists, BTS attempted to personalize the band to develop genuine and distinctive ties with its fans. This promoted the growth of a devoted fanbase. BTS’s initial goal was to acquire any customers. The band’s authentic interaction with its fans allowed its fanbase to expand beyond its country of origin (South Korea) and into the worldwide arena. This traction led BTS to adjust its go-to-market strategy by developing products (i.e., English-lyric songs) targeted for an international audience. This case illustrates (1) how a local brand expands to a global brand, (2) the importance of customer engagement in developing such a brand, and (3) how cultural diversity can increase overall industry demand.
Keywords
Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry
Citation
Chung, Doug J., and Kay R. Koo. "BTS & ARMY." Harvard Business School Teaching Note 523-031, August 2022.