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Sinead Rafferty


 Work in Progress
Thesis Presentation

 7th February 2011


                  Sinead Rafferty
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
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
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
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
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
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
Thank You

Any Questions?

 http://sineadthesis.wordpress.com/



                                      Sinead Rafferty

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Thesis Presentation - Progress of Work

  • 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
  • 8. Thank You Any Questions? http://sineadthesis.wordpress.com/ Sinead Rafferty