The Strategic Integration of Music Branding and its Evolution in the ...
The Strategic Integration of Music Branding and its Evolution in the ...
The Strategic Integration of Music Branding and its Evolution in the ...
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<strong>the</strong> musicians’ portfolio enhanc<strong>in</strong>g <strong>the</strong> relevance <strong>of</strong> <strong>the</strong> image transfer dimension <strong>of</strong><br />
cooperation strategies.<br />
Overall, all <strong>in</strong>terviewees agreed on <strong>the</strong> presumption that music br<strong>and</strong><strong>in</strong>g besides a new<br />
f<strong>in</strong>ancial source for musicians, appears as a strategic tool for creat<strong>in</strong>g genu<strong>in</strong>e value <strong>and</strong><br />
unique content for customers. In <strong>the</strong> op<strong>in</strong>ion <strong>of</strong> <strong>in</strong>terviewees, music br<strong>and</strong><strong>in</strong>g will be more<br />
<strong>and</strong> more important <strong>in</strong> br<strong>and</strong>s’ life, accompanied with improved music management education<br />
as well.<br />
5.4. Summary <strong>of</strong> Primary Research<br />
Focus Group Interviews<br />
'Dedicated' adn 'neutral' groups were<br />
idenAfied accord<strong>in</strong>g to music consumpAon<br />
In decision-‐mak<strong>in</strong>g process op<strong>in</strong>ion leaders<br />
<strong>and</strong> aspiraAon groups were crucial<br />
Value is olen symbolisAc: emoAons,<br />
relaAonships, experiences<br />
PercepAons <strong>of</strong> br<strong>and</strong>s are highly connected<br />
to emoAons <strong>and</strong> iconic br<strong>and</strong><strong>in</strong>g<br />
<strong>Music</strong> br<strong>and</strong><strong>in</strong>g was associated with music <strong>in</strong><br />
commercials or concerts -‐ explor<strong>in</strong>g strategy<br />
created value<br />
'Dedicated' group could associate br<strong>and</strong>s<br />
with arAsts easier<br />
6. Conclusion<br />
Figure 10. Summary <strong>of</strong> Primary Research<br />
Source: Author’s edition<br />
<strong>Music</strong> <strong>and</strong> br<strong>and</strong><strong>in</strong>g has had <strong>the</strong>ir cross-section over a long time ago, but <strong>the</strong> strategic approach <strong>of</strong><br />
music br<strong>and</strong><strong>in</strong>g is still <strong>in</strong> <strong>its</strong> <strong>in</strong>fancy accord<strong>in</strong>g to experts. However, <strong>the</strong> positive effects <strong>and</strong> wide<br />
variety <strong>of</strong> music usage was described <strong>in</strong> forms <strong>of</strong> cooperation strategies (association, participation,<br />
explor<strong>in</strong>g, image transfer, content service), <strong>the</strong> popularity <strong>of</strong> music br<strong>and</strong><strong>in</strong>g is still very low,<br />
which can be a cause <strong>of</strong> subjective efficiency measurements. Nowadays, due to different onl<strong>in</strong>e<br />
analysis tools, this aspect can be more <strong>and</strong> more quantified, which is a desired characteristic for a<br />
management leader.<br />
In-‐depth Interviews<br />
Mobile <strong>and</strong> <strong>in</strong>novaAve strategies could be<br />
successful <strong>in</strong> chang<strong>in</strong>g music <strong>in</strong>dustry<br />
Def<strong>in</strong>iAon <strong>of</strong> music br<strong>and</strong><strong>in</strong>g was not<br />
transparent <strong>and</strong> united<br />
<strong>Strategic</strong> approach <strong>of</strong> music br<strong>and</strong><strong>in</strong>g is<br />
successful -‐ e.g. Coke Club<br />
Social goal <strong>of</strong> music br<strong>and</strong><strong>in</strong>g plays more an<br />
more an important role -‐ cultural mission <strong>of</strong><br />
Red Bull<br />
Talent shows help all actors to create value <strong>in</strong><br />
form <strong>of</strong> explor<strong>in</strong>g strategy<br />
Image transfer is essenAal <strong>in</strong> choice <strong>of</strong> music<br />
br<strong>and</strong><strong>in</strong>g partners<br />
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