Towards a common terminology for music branding campaigns.

Our contribution involves the development and validation of
a standardised terminology for the description and comparison of
music branding communication aims. We initially review relevant
literature from marketing and music psychology research, and then
carry out two empirical studies. In the first, an expert focus group
develops an inventory of categories and adjectives representing all
aspects of brand identities that can be conveyed through music, the
multi-lingual Music Branding Expert Terminology (MBET). The second
one is an online survey with 305 marketing experts that successfully
confirms the terminology’s relevance across different product and
service sectors. Finally, we describe how the practical application of
the MBET can help to ease communication between all stakeholders
in the music branding sector and how this will potentially increase
the effectiveness of music branding campaigns.