The Role of Music in Creating a Product Image

Today, the brand image can be considered as an integral part of mass culture. Properly created image of the brand adjusts consumers to a certain kind of life, namely, forms certain habits in food, clothing, in the purchase of cars, housing. Music plays a key role in the image of the brand. In numerous studies on the impact of music on the consumer, it is noted that well-designed music is well remembered by consumers and motivates them to further purchase a certain product. This master's thesis consists of an introduction, four chapters and a conclusion. The introduction formulates the relevance, purpose and objectives, subject and object of study. The analysis of the main sources used in the writing of the work is given. The first Chapter examines the psychology of advertising, communicative functions of advertising. In the second Chapter we consider the basics and the image of the brand with the product. The third Chapter includes the question of the influence of music on the consumer. The features of perception and memorization of music as an image of the advertised brand are considered. In the fourth Chapter, we conduct an empirical study where we examine the Beluga group brand and study the music Association for the brand. In conclusion, the necessary conclusions and generalizations on the work done.