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
Peter and Olson
keystudies on the abstract attributes, psychological consequences, functionalconsequences and end-term states of the means-end chain model and
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.