The P.E.A.C.H. pattern : a theoretical approach to branding in the music industry and the values instilled within unrelated products

Abstract

This study is aimed at uncovering the different perceptions held by age demographic groups on the artist/genre (music genre) branding and the effects imposed on unrelated products through advertisements and other promotional activities. Design/Methodology/ Approach Multiple trivia-styled techniques, word and image associations and case studies were used as qualitative measures to obtain in-depth results from the focus groups. Findings In this self-titled study we have uncovered a cognitive pattern that is evoked when music is played. The P.E.A.C.H. Pattern provides components that establish a perceptual connection with the audience when they are exposed to music, artists/genres-related associations. Furthermore we have applied this pattern in the case studies analysis. Research limitations/ implications The findings are a first attempt in creating a foundation for future research on the cognitive responses in advertising music. The P.E.A.C.H. pattern and case study analysis could be used as a reference point in the early research stages of any promotional campaign. Practical implications In this research we introduce the P.E.A.C.H. Pattern which could be used as guidelines to effectively promote products, engaging the target market by transmitting the right characteristics and values through advertising music. Thus the dissecting frameworks used could easily be a departing point for any company who is looking to promote its products to the appropriate market. Originality/value Previous studies took a scientific approach to advertising music. In this paper we review previous studies on branding and advertising music, blending them together to provide a solid structure to build this study on, as we discovered the artist's branding effects on unrelated products.