Sounds like marketing! : music branding in advertising

Abstract

Music is an art that can be used as a mode of expression that has been known to elicit all kinds of emotions and moods from its listeners. However, music is now being used as a marketing tool to help companies reach its consumer in new and more original ways. Music can be used as a tool to give brands an identity and to position themselves within the market and the consumer's mind in a unique way. This involves coming up with a persona that company would like to be viewed as. Brands can be innovative, bold, sentimental, down to earth and more! Having a clear idea on what the company's identity is makes it easier for the company to find its target audience as well as establishing itself properly in the eyes of the consumer. Such methods can be applied to the several advertising process and learning hierarchies in order to make the marketers message that much more effective. The main focus of this thesis is to show how music can be used to affect Brand Personality and affect people's perception on brands. The research will take the form of an experiment were different groups will be exposed to the same advert of a brand with different music in the background and their perception on the Brand's Personality will be tested to see whether or not this changes or if it will remain the same.