https://mail.insyma.org/proceedings/files/original/articles/135_Hayuning%20Purnama.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title The Role of Music in Brand Development: Lessons Learned from XYZ Advertising Author #1 Hayuning Purnama Dewi Abstract/Description Music has become an integral part of brand development strategies, as companies seek to create a strong emotional connection with their target audience. This paper explores the role of music in brand development, drawing insights from the marketing campaign of XYZ Advertising, a leading global agency. The paper examines how music can be used to establish a brand's identity, enhance its message, and foster a deeper engagement with consumers. It also discusses the challenges and best practices in incorporating music into a brand's marketing strategy. Research methods used in this paper include a review of academic literature on branding and music marketing, as well as a case study analysis of XYZ Advertising's successful use of music in its campaigns. The findings suggest that effectively leveraging music can significantly contribute to a brand's development and successful positioning in the market. Brands that invest in thoughtful music integration are more likely to create a memorable and impactful connection with their audience, leading to improved brand recall, loyalty, and ultimately, commercial success. keywords a;b;c;d Music Branding, Emotional, Brand Recall publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/135_Hayuning%20Purnama.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/301 firstpage 759 lastpage 762 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 301 Volume 21 URL https://insyma.org/proceedings/files/original/articles/135_Hayuning%20Purnama.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Role of Music in Brand Development: Lessons Learned from XYZ Advertising Creator An entity primarily responsible for making the resource Hayuning Purnama Dewi