2. ABOUT
Fifth Harmony are a five piece girl band which rose to fame from the
US X Factor in 2012. the group consists of members Ally Brooke,
Normani Kordei, Dinah Jane, Camila Cabello, and Lauren Jauregui.
They signed a joint deal with Syco Music, owned by Simon Cowell,
and Epic Records- L.A. Reid's record label, after finishing in third
place on the show. Since then, they have released an EP and a full-
length album. They toured with Demi Lovato in 2014 before heading
off on their own tour. They have released songs such as 'Bo$$' and
'Worth it' which have gone platinum and have been in the top 10 in
the Billboards. They are currently touring the UK and America.
3. LOGO
The logo is very simple and is capitalised to be a bold statement to
imply strength and girl power. It is typically simplistic as it is black on
a white background which also reinforces power and boldness in their
brand image. The number 5 inside the letter 'O' is the groups logo
alone when the rest of the name is not featured. This is because there
is 5 members in the band. It shows unity and is distinctive and easily
recognisable in connection to the group. The logo is often coloured in
gold when placed on a black background. This connotes wisdom,
high quality and wealth, presenting the band as classy. This goes
along with their clean, role model like image.
4. WEBSITE
Website: http://fifthharmonyofficial.com/
The band's website is very bright and colourful to show their youthful
and fun brand image. The girls are very stylised in bright colours and
bold lipstick and appear very edgy and current- typical of artists in
the pop genre. There are various links next to their logo such as
'events' and 'bio' which gives easy access for people to find out
information on the bands whereabouts and history etc. Clicking on
the links leads to concert tour dates allowing you to buy tickets as
well as providing links to social media platforms.
5. MERCHANDISE
On their website also is a link to merchandise. This allows people to
buy the bands album in both physical and digital forms. As well as
this you can buy t-shirts and clothing with Fifth Harmony's name on
them as well as a online membership to the website. This is a way for
fans to buy items and feel as though they are closer to the band. It
also promotes the band and makes them more money.
6. NEWS STORIES
The news stories that come up when you
google fifth harmony are all regarding their
music. The first is thoughts on their upcoming
album by band member Camila. The others
are about their new single ‘Work From Home’
charting in the top 20. The only news article
not relating to their music is one about Lauren
Jauregui regarding an interview earlier in the
week. None of the stories involve ‘scandal’ or
personal gossip meaning their image is clean.
The brand image of the band is to be role
models and also fun- the news articles reflect
this.
7. AWARDS
These are the awards won by the band. This reflects their success and also their target audience as you can see many of the
awards are chosen by a young, teenage base.
MTV Video Music Award- Artist to Watch 2014
MTV Music Award – Best US Act 2014
Radio Disney Music Award –Breakout Artist 2014
Youtube Music Award 2015
Bravo Otto Award- Super-Band 2015
Radio Disney Music Award – Best Music Group 2015
Teen Choice Award – Music Group 2015
Teen Choice Award- Summer Song 2015
Kids’ Choice Award – Favourite New Artist 2015
Kids’ Choice Award – Favourite Music Group 2016
People’s Choice Award – Favourite Group 2016
8. FURTHER BRAND IMAGE
Below are photos taken from a series of photo shoots used in the
media to promote articles, products, TV shows etc that Fifth Harmony
are promoting themselves with. They all represent them in the same
light- fun, clean, bold, united girls who are great role models to their
audience.
9. OVERALL
From researching a girl bands brand image, I have learnt that fifth
harmony want to present themselves as mature young women rather
than teenage girls. This is to show them to be classy and also
perhaps to people take their music more seriously. This is reflected
further by most of their news stories regarding their music and not
their personal life- showing this to be the focus of the band. They
have won many awards which show their success within their genre.
Their image is very girly and bold, showing women empowerment.
This is seen through their website and typography in their logo. The
merchandise further promotes their music and sells them as music
artists rather than celebrities. This is quite different to the average
pop artist as they often focus on fame and status as a pose to the
music. However many girl groups often focus on having a more down
to earth, fun, role model type brand image which promotes girl power
as this band do.
