IJSSER

Title: BRAND COMMUNICATION THROUGH MUSIC MARKETING IN VIETNAM
Authors: Dr. Nguyen Thi Van Anh and Le Thanh Dung
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Dr. Nguyen Thi Van Anh1 and Le Thanh Dung2 1. University of Labour and Social Affairs 2. Foreign Language Specialized School
MLA 8 Anh, Dr. Nguyen Thi Van, and Le Thanh Dung. "BRAND COMMUNICATION THROUGH MUSIC MARKETING IN VIETNAM." Int. j. of Social Science and Economic Research, vol. 8, no. 8, Aug. 2023, pp. 2184-2199, doi.org/10.46609/IJSSER.2023.v08i08.007. Accessed Aug. 2023. APA 6 Anh, D., & Dung, L. (2023, August). BRAND COMMUNICATION THROUGH MUSIC MARKETING IN VIETNAM. Int. j. of Social Science and Economic Research, 8(8), 2184-2199. Retrieved from https://doi.org/10.46609/IJSSER.2023.v08i08.007 Chicago Anh, Dr. Nguyen Thi Van, and Le Thanh Dung. "BRAND COMMUNICATION THROUGH MUSIC MARKETING IN VIETNAM." Int. j. of Social Science and Economic Research 8, no. 8 (August 2023), 2184-2199. Accessed August, 2023. https://doi.org/10.46609/IJSSER.2023.v08i08.007.
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ABSTRACT: Music is a special form of emotional connection between customers and brands. Music marketing is becoming a trend to promote brands impressively and uniquely. Through desk research and sociological investigations, the research group has clarified the concepts of brand communication, music marketing, the benefits, and limitations of music marketing. The survey results indicate that: (i) A popular music product may not necessarily be an effective music marketing product because it may not convey the brand message; (ii) Music marketing products play an important role in increasing favorable attitudes towards the brand among consumers; (iii) The listening experience is more important in creating an impression on consumers; (iv) The lifecycle of a music marketing product is partially determined by its listening component; (v) The harmony between music and the brand message is crucial; (vi) Creating an emotional impact on listeners is an effective way for businesses to convey their message through music video (MV) marketing. Based on the research findings, the group proposes some suggestions to enhance the effectiveness of music marketing: (i) Striking a balance between music and the brand; (ii) Choosing influential artists who align with the brand; (iii) Selecting song themes that are relevant to the brand message; (iv) Focusing on music while not neglecting visuals; (v) Creating a consistent emotional experience throughout the song; (vi) Launching short-term consecutive campaigns and increasing the impact of communication.

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