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My Brand is Bigger Than Yours

My Brand is Bigger Than Yours

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Published by tombrooker90

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Published by: tombrooker90 on May 22, 2012
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05/22/2012

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;
 
2012
Tom Brooker
 
 A Dissertation submitted in part fulfilment of the requirements for awardof the degree of BA (Hons) MusicManagement of Buckinghamshire NewUniversity
 
5/2/2012
 
My Brand Is Bigger Than Yours
:The perceived value of music synchronisationlicenses for brand advertisements
 
 
Acknowledgements
Special thanks must be given to David Bass, Ben Bleet and LawrenceMcKay. Without their patience and generosity this study would have nothave been possible.Further thanks must be given to my parents and family who without theirsupport and guidance would have made the past three years of mystudies near impossible.
Finally,
thanks must be given to my supervisor Russel Stone, whoseenthusiasm and guidance helped me through this study.
 
 
Abstract 
By determining the underlying constructs which formulate the perception on thevalue of a music synchronisation license for brand advertisements, an interpretationof what music is valuable as a consequence to its suitability to achieve a brandsspecific goals and objectives is found. This study analysed the underlying factors inthe formation of perceived value within music synchronisation licenses for brandadvertisements to conclude a logical framework to depict the compatibility andtherefore the value of a music track to be used within a brand advertisement. Aqualitative and analytical research method including elite interviews was taken togive a descriptive insight into
Rokeach’s (1973)
and
Peter and Olson
’s
(1993)
keystudies on the abstract attributes, psychological consequences, functionalconsequences and end-term states of the means-end chain model and
McCracken’s
(2005)
key study on meaning transfer theory, which combined form the basis of thisstudies hypothesised framework. The results found subsequently gave anunprecedented insight into how a music synchronisation license is valued and addeda new piece of knowledge to the body of work on music synchronisation licensing.

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