GENRE SPECIFIC BRAND IMAGE: FIFTH HARMONY

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. 

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.  

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.

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.

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.

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 2014MTV Music Award – Best US Act 2014Radio Disney Music Award –Breakout Artist 2014Youtube Music Award 2015Bravo Otto Award- Super-Band 2015Radio Disney Music Award – Best Music Group 2015Teen Choice Award – Music Group 2015Teen Choice Award- Summer Song 2015Kids’ Choice Award – Favourite New Artist 2015Kids’ Choice Award – Favourite Music Group 2016People’s Choice Award – Favourite Group 2016

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.

OVERALLFrom 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.