Musikens påverkan på varumärket i TV-reklam

Sammanfattning

The purpose of this thesis was to examine the relationship between brands

and music in TV-commercials. We investigated why companies use music in

TV-commercials to affect their brands and how music affects the brand’s

image. We also investigated how companies choose music genres for their TV-

commercials. A case study based on interviews was conducted with four

informants from SAAB, Lowe Brindfors, Riviera and Catt & Co. Our study has

shown that music can be used to communicate the brand’s values and message

to the target group and strengthen the brand’s image. Furthermore, music

genres can be used to attract target groups to the brand and affect their

attitude towards the brand. Music contributes values and attributes which

the brand cannot achieve in any other way.