The Role of Music in Brand Development: Lessons Learned from XYZ Advertising

Hayuning Purnama Dewi

Music has become an integral part of brand development strategies, as companies seek to create a strong emotional connection with their target audience. This paper explores the role of music in brand development, drawing insights from the marketing campaign of XYZ Advertising, a leading global agency. The paper examines how music can be used to establish a brand's identity, enhance its message, and foster a deeper engagement with consumers. It also discusses the challenges and best practices in incorporating music into a brand's marketing strategy. Research methods used in this paper include a review of academic literature on branding and music marketing, as well as a case study analysis of XYZ Advertising's successful use of music in its campaigns. The findings suggest that effectively leveraging music can significantly contribute to a brand's development and successful positioning in the market. Brands that invest in thoughtful music integration are more likely to create a memorable and impactful connection with their audience, leading to improved brand recall, loyalty, and ultimately, commercial success.

2024/06/15

Music Branding, Emotional, Brand Recall

759

762

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21