Building Brands with Music: Australian Cases

Laurie Murphy (), Andrea Schurmann and Gianna Moscardo
Additional contact information
Laurie Murphy: James Cook University
Andrea Schurmann: James Cook University
Gianna Moscardo: James Cook University

A chapter in Music Business and the Experience Economy, 2013, pp 153-174 from Springer

Abstract: Abstract Music is a powerful medium of communication, evoking both strong emotions and stimulating the senses. Not surprisingly music has become an important component of effective brands. This chapter examines the links between music and brands using three Australian case studies: Wolf Blass, Qantas, and the television show Offspring. The three case studies presented illustrate the role that music can play in fostering brand knowledge transfer at all levels, at developing emotional ties between the brand and the consumer and among consumers in the brand community, in defining and differentiating brand personality, and in weaving the brand into the thoughts, feelings, emotions and daily experiences of consumers. However, it is important to note that congruency with both brand image and self-identity are core to the success of any attempt to use music as the emotional link between brands and consumers.

Keywords: Emotional Bond; Emotional Connection; Television Advertisement; Brand Personality; Parent Brand (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-27898-3_10

Ordering information: This item can be ordered from
http://www.springer.com/9783642278983

DOI: 10.1007/978-3-642-27898-3_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().