Creating a Brand Image through Music

Abstract

Hauke Egermann explores the influence of music on how consumers imagine the characteristics of a brand. He deals with several psychological mechanisms in order to outline the associative and emotional potential of music and to illustrate how music aids in establishing brand recognition and recall in consumers. Egermann elaborates on how music can create brand attention and affective responses in consumers and affect the cognitive meaning of a brand image. He sums up by arguing for a brand-music communication model that describes three different functions of music in the creation of a brand identity: brand salience, cognitive meaning, and emotional meaning.