Image Strategy of Nogizaka46 : How Do Young People Perceive It?

Abstract

Nogizaka46, one of the top idol groups in Japan, was established as an official rival of AKB48 in 2012. Although its image was initially intended to be different from that of AKB48, ordinary people have some difficulty differentiating the group’s image as unique. This study examines how Nogizaka46 is perceived by young people, utilizing data collected from university students in Tokyo, Japan. Data analysis shows that Nogizaka46 has a distinctly different image from AKB48. Further, the effect of recognition of members on preferences for Nogizaka46 is partially mediated by its image as a beautiful group. In this article, future implications for strategic development of an idol group’s image are also discussed.