Anyone who's familiar with marketing knows that branding is a process. It's akin to giving a name to a child at birth. Branding is important in establishing identity and making long-standing perceptions. For quite some time, Korea is primarily branded by its rich culture, history and cuisine. Lately, however, they are at the forefront of the future. Fairly recently, Korean electronics manufacturers rise to the top. During the Steve Jobs era at Apple, everyone wanted an i-Something, iPod, iPad, iPhone, u-name-it. Nowadays, the tides are somewhat changing. It feels as though most want a piece of the Galaxy, Samsung's main label for its flagship mobile line. It is quite interesting to note that Samsung also strategically sponsors K-pop acts when they do high-visibility events such as the Big Bang Alive Tour and the recent Golden Disk Awards in Malaysia.

While the rest of the world is still trying to rise above the ashes of an economic crisis, Korea sees its economy actually growing. This probably doesn't come as a surprise, as goods are being imported via either electronics or K-pop.

In an article, the head of public affairs for the British Embassy in Seoul, Colin Gray, tried to define the Korea brand. He says that it is important to play to strengths and focus on efforts that will be of interest to the international audience.  At this time, culture and history plays a much minor role in enchanting the international community and boosting growth.  So what can boost growth? As seen in the breakthrough success of Psy in the internatinal market last year, it is quite easy to see that Korea has a precious gem in its hands in Kpop.

Today, the international community supports efforts that focus on the personal, fun and approachable.   K-pop embodies all of this.  While K-pop aficionados know that behind-the-scenes of Kpop lies backbreaking hard work, the entertainment it provides and the standard it sets certainly helps establish an identity and make first impressions about Korea.  K-pop artists are like brand ambassadors of Korea, who are essential in pushing Korea forward in the consciousness of the future. 

However, we see entertainment management companies, which there are many in Kpop, miss the opportunity for their artists to be brand ambassadors of their country.  Often, entertainment management companies deploy marketing strategies that focus only on products suitable for the local Korean and Japanese markets.  While we see K-pop beginning to spread by launching world tours for the high-profile artists, the approach is still largely centered to a Korean audience, or an audience expected to already know Kpop.  Outreach in the form of trying to enchant other audiences is still quite lacking.  The most successful management companies are those with a solid international marketing strategy, or those that take risks to debut or expand internationally by building from scratch to cater specifically to the international arena. 

The word K-pop is fast becoming synonymous to Korea.  And with this we know that K-pop is Korea's biggest branding opportunity.  It is both an honor and a responsibility for K-pop artists and their management alike - to represent their team, their color and their country.