Music as a shaping agent of brand meaning: the case of BZRP Music Session #53

Purpose The meaning of a brand is no longer determined solely by direct interactions between companies and consumers; it is also influenced by the intervention of other agents, broadening the spectrum of factors that contribute to the construction of its perception. This study aims to examine how a cultural element such as music can modify the meaning of a brand in the consumer’s mind. Design/methodology/approach The methodology adopted for this research is qualitative in nature, using focus groups and interviews to collect detailed data and delve into both individual and social perceptions that participants have of BZRP Music Session #53 before and after listening. Findings This study redefines brand meaning (BM) within popular music, challenging the traditional view of BM as a static, company-controlled construct. It shows that music influences BM dynamically, shaped by factors like a brand’s positioning and symbolic weight. The research highlights how authentic brand integration into song lyrics creates deep, lasting connections with listeners, contrasting with superficial mentions. It also reveals that consumer perceptions are shaped by personal experiences, leading to varied brand meanings. In addition, it illustrates that repeated exposure to music can strengthen brand integration and critiques the idea that all visibility, including negative buzz, is beneficial. Originality/value Unlike previous studies that have addressed the effects of music in a more generic or abstract manner, this work provides a more detailed and interpretive analysis of how modern musical trends can reshape brand perception in the consumer’s mind.