MUSIC AND BRANDING STRATEGIES / Mariam OUARDI / 2022

Titre : MUSIC AND BRANDING STRATEGIES Type de document : Mémoire Auteurs : Mariam OUARDI, Auteur Année de publication : 2022 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management MUSIQUE ; MARQUE ; STRATEGIE ; MARKETING CULTUREL ; MARKETING STRATEGIQUE Résumé : The relationship between brands and music is not new. For decades, brands have been using sensorial marketing, marketing that appeals to consumers' senses, to influence their buying behavior. Music, in its unifying and transgenerational character, is a fantastic vector of emotion that has the power to generate brand preference. With digital, the dematerialization of music and the explosion of social platforms that allow everyone to become a content creator, competition is tough and requires brands, labels and artists themselves to develop their branding strategy to differentiate themselves. But music marketing is not the prerogative of brands, it becomes the prerogative of labels, which must propose marketing strategies more and more advanced, but also and especially that of the artists themselves; powerful levers of influence, which import the buying behavior of fan communities. During this thesis, we will have for objectives to answer the following question: How does a relevant relationship between music and branding influence consumer behavior? By demonstrating in a first time how music influences the listeners, from a physiological and psychological point of view. Secondly, we will see how brands use this asset in their marketing strategy and under what forms and finally, we will approach the use of personal branding by the artists themselves to develop their image and their career in a technological and economic context which evolves very quickly until becoming brands themselves. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572765