| Summary: | Music branding is not a new phenomenon in marketing, and it is not uncommon that companies brand themselves through means such as jingles, audio logotypes and the use of music in commercials. The digitalization of music has affected the way people listen to music, but it has also given brands the potential to brand themselves through music in other ways than those mentioned above. The aim of this study is to investigate and identify how music branding in alternative ways on digital platforms can build value for brands in the fashion industry. A literature study was conducted in the first part of this study, followed by a multiple-case study of the fashion companies Burberry and Converse and their respective digital platforms Burberry Acoustic and Converse Rubber Tracks. The findings indicate that the alternative music branding analyzed in this case study is successful and that it has led to both brands having a deeper emotional connection with their consumers. Having identified their respective target groups, they have managed to adjust their ways of alternative music branding to the needs of their customers.
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