Use of popular music within branding? I.e. particular ...

Use of popular music within branding? I.e. particular songs rather than b/g music
Literature Review
Intro
The use of music as a method of enhancing a brand goes back almost as far as the concept of branding itself, and in particular the use of music in commercials is said to be a direct consequence of the early 20th century use of music in department stores (Klein, 2008).
Seminal texts
David Aaker is seen as one of the world’s most important writers on the subject of branding and his work is often cited by other authors writing in the field. Excerpts from his book ‘Managing Brand Equity’ are referred to throughout this report.
Branding/brand – definition, importance, brand positioning
Branding is an important concept within marketing and successful branding can be the difference between a product failing and becoming a top seller. The American Marketing Association (cited Keller, 2008) define a brand as being:
“…a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.”
Stephen King of the WPP Group commented that while a product is something that can be made in a factory, be copied by competitors and become quickly outdated, a successful brand is something that is bought by the customer and is not only unique but also timeless (cited in Aaker, 1991).
MORE?
“Viewers may not necessarily or even often follow their viewing experience with a buying experience, but that does not stop them from experiencing the emotional manipulation aspired to by advertisers.” (Klein, 2008) page 5
Brand equity – concept and meaning
Even though there are countless books about the subject, brand equity can mean different things to different marketers for varying purposes - ”…no common viewpoint has emerged about how to conceptualise and measure brand equity” (Keller, 2008). The definition given by Aaker (1991) is as follows:
“Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.” (Aaker, 1991)
This view is supported by Simmons (2003) who defined the concept using a more consumer-orientated approach, arguing that brand equity is the “sum of everything that a customer thinks, feels and knows about the product or service.”
Building brand equity is important because it provides value to the consumer through improved information processing, confidence in the purchase decision and increased satisfaction. This in turn results in added value to the firm with greater effectiveness of marketing programs, increased brand loyalty and amongst other things a competitive advantage that presents a real ...