Evidenzbasierte Praxis im Music Branding–Musikalische Markenkommunikation wird erwachsen

TY - CHAP

T1 - Evidenzbasierte Praxis im Music Branding–Musikalische Markenkommunikation wird erwachsen

AU - Egermann, Hauke

AU - Lepa, Steffen

AU - Herzog, Martin

AU - Steffens, Jochen

PY - 2022/5

Y1 - 2022/5

N2 - This contribution describes the results of a research and innovation project in which academic and industry partners collaborated in order to systematically address three problems encountered in European music branding practice: 1) a lack of a useful standardised terminology to describe the communication goals intended and achievable through music branding campagins, 2) a lack of a standardised measurement instrument for evaluating successful music branding communication on the consumer side, so that in practice it has often been difficult to directly compare the brand congruence effects that can be achieved with different music titles, for example in pre-tests or evaluation studies; 3) a lack of proper algorithms to automatically index the now very extensive digital music archives concerning the target group-specific suitability of the music pieces they contain to achieve brand congruence effects in order to make a meaningful pre-selection for music branding campaigns. All three problems were addressed within the research project, and the presented article summarises the solutions that were developed by the authors accordingly. We provide an overview of the knowledge gained in this way, as well as a documentation of the tools practically developed to overcome the hurdles for possible future users. Finally, an evaluation of what has been achieved and an outlook on open research questions and future challenges in the field of evidence-based music branding is given.

AB - This contribution describes the results of a research and innovation project in which academic and industry partners collaborated in order to systematically address three problems encountered in European music branding practice: 1) a lack of a useful standardised terminology to describe the communication goals intended and achievable through music branding campagins, 2) a lack of a standardised measurement instrument for evaluating successful music branding communication on the consumer side, so that in practice it has often been difficult to directly compare the brand congruence effects that can be achieved with different music titles, for example in pre-tests or evaluation studies; 3) a lack of proper algorithms to automatically index the now very extensive digital music archives concerning the target group-specific suitability of the music pieces they contain to achieve brand congruence effects in order to make a meaningful pre-selection for music branding campaigns. All three problems were addressed within the research project, and the presented article summarises the solutions that were developed by the authors accordingly. We provide an overview of the knowledge gained in this way, as well as a documentation of the tools practically developed to overcome the hurdles for possible future users. Finally, an evaluation of what has been achieved and an outlook on open research questions and future challenges in the field of evidence-based music branding is given.

M3 - Chapter

T3 - Jahrbuch für Musikwirtschafts- und Musikkulturforschung

BT - Musik & Marken

A2 - Schwetter, Holger

A2 - Grünewald-Schukalla, Lorenz

A2 - Ahlers, Michael

PB - Springer

ER -