SENSORY BRANDING : MUSIC DOMINANCE AS ENHANCEMENT OF BRAND IMAGE AND CUSTOMERS POSITIVE ATTITUDE ON COSMETICS COMMERCIAL VIDEO

• Main Author: Dhia Ahsanti, Aisyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72286
• Institution: Institut Teknologi Bandung

The development of internet as the information and entertainment source has created major change in business nowadays, not to mention in cosmetics industry. Many cosmetics industry start to invest more to the development of interesting and effective video advertisement. One of the way they recently use is to put lot more attention in the music in the video advertisement. Eventhough the use of music in cosmetics industry is very rich and vary, there is no specific research that explain what kind of music dominance that could positively affect the customers attitude and the customers perspective toward the brand, this phenomenon leads to the ineffective use of the commercial video. Which is why it is important for the researcher to make the research to help the brand and company create the right music strategy that could enhance their brand image and create positive customer attittude toward the brand. To answer those question, the experimental method used. From those experiment the research found out that Music does enhancing the effect of bring out positive customer attittude, especially toward the feelings. Both music domination bring the positive customer attittude. However, the music play as an ambient play a bigger role in enhancing customer positive attitude. Music does enhancing how the customer perceive the brand and the understanding of the brand image. However, the music using as the medium to build the emotional ambience does play a bigger role than the music that use as the company to the explicit message in enhancing the brand image. The best sequence combination for the video commercial might be either E2 (Ambient – Company) or E4 (Ambient – Ambient). However if we relate the experiment result to the Branding Strategy Timeline theory, The sequence E2 (Ambient – Company) might be the best sequence for branding strategy.