1. Sinead Rafferty
Work in Progress
Thesis Presentation
7th February 2011
Sinead Rafferty
2. Research Journey
From Band to Brand; The value Branding & identity has for
music artists
Is there value in branding and identity for music artists?
• Branding
• The role of music artists within the music industry and understand how
they market themselves
• Case Study: Local band see how they brand themselves
• The benefits & values of branding for musicians such as the impact on
awareness and sales
Sinead Rafferty
3. Research Journey
“Music branding is communication through emotions.
Music engages people in conversations, and creates
memorable experiences. This helps companies build
an exclusive position in the mind of their audience,
turning customers into fans of the brand.”
Jakob Lusensky 2010
Sounds Like Branding: How to use the power of music to turn customers to fans (beta Version). Sweden:
HeartbeatsInternational.
Sinead Rafferty
4. Research Journey
Branding; Sounds like fun? Is music the way forward for
branding?
Is there validity in branding through music?
• Branding
• Explore how the music can be used as a marketing tool to engage
consumers.
• Discover all aspects where music and brands are linked, look at the
effects and benefits of musicians supporting brands, and also look at
brands that use sound logo types.
• Identify the value and benefits of music branding but to also highlight the
barriers and costs involved.
Sinead Rafferty
5. Research Journey
Customer Engagement
“Repeated – and satisfying – interactions that strengthen the emotional
connection a consumer has with a brand (product, or company).”
(Ron Shevlin, analyst at Aite Group, LLC)
“The actual experience of the brand is more powerful than the overall
perception of the brand.”
(Jevons, Gabbott and de Chernatony 2000)
Social Media
“Social Media is a new means of marketing, we need to adapt and find a
new way to distribute the message”
(Gerd Leonhard 2010: Media Futurist, Digital Media Entrepreneur)
Sinead Rafferty
6. Research Journey
Message: The brand has a message to communicate to the consumer
Platform: The brand uses social media’s as the platform to reach the
consumer
Engagement Tool: The brand can use music an engagement tool to
connect with the consumer and create a memorable experience.
“Music can create a bond between consumers and brands”
(Fulberg 2003)
Sinead Rafferty
7. Research Topic Today
New and more effective ways of creating customer
engagement through social media using music.
• Define brand and consumer and explore their relationship in todays
market.
• Explore and define customer engagement - why is it important today
• Discover if social media’s are the correct platform for engagement
• Identify if music is the best engagement tool
• Identify the value and benefits of creating customer engagement through
social media using music, but to also highlight the barriers and costs
involved.
• Create a formula in achieving customer engagement through social
media using music.
Sinead Rafferty
