Brand identity generation by using music in advertising Águila, Club Colombia and Pilsen beers

Abstract

In this paper, we explore whether music as a sensorial marketing tool used by beer brands in Medellin, such as Pilsen, Águila and Club Colombia, produces memory recall and brand identity in people between 25 and 40 years old. We compare the feelings generated and transmitted by the music used in ads by these beer brands. The techniques we use allows us to analyze the music and lyrics employed and reveal the real message and emotions transmitted through musical jingles. Finally, we concluded that the use of music in advertising beer brands generates brand identity. Simple and easy melodies accompanied by traditional harmonies develops easy memory recall. This sensorial marketing works well with Pilsen, whose music produces the biggest impact and remembrance.

Keywords

• sensorial marketing
• jingle
• brand identity
• beers
• remembrance