Towards a Common Terminology for Music Branding Campaigns

Martin Herzog, Steffen Lepa, Hauke Egermann, Andreas Schoenrock, Jochen Steffens

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)176-209
Number of pages35
JournalJournal of Marketing Management
Early online date22 Jan 2020
Publication statusE-pub ahead of print - 22 Jan 2020

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