La percepción del rol de la música en la comunicación de una marca: caso nueva imagen "Siente el sabor" de Coca-Cola

• Autor: Aragon Lara, Vanessa Yvonne
• Formato: tesis de grado
• Fecha de Publicación: 2020
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/11316
• Enlace del recurso: https://hdl.handle.net/20.500.12724/11316; http://doi.org/10.26439/ulima.tesis/11316
• Nivel de acceso: acceso abierto
• Materia: Image corporate; Branding (Marketing); Music; Coca-Cola Company; Imagen corporativa; Música; https://purl.org/pe-repo/ocde/ford#5.08.00

This paper sought to analyze the perception of the role of music in the communication of a brand and chose as a case study the musical composition of the commercial launch of the new Coca-Cola image: “Siente el sabor”. We analyzed the functions of music in the communication of a brand, first in a theorical sense and later in the specific case study. Four roles were identified for the music in a broad sense, but no consensus was reached about the role it plays in Coca-Cola´s case given the conflicting points of view of the experts interviewed. On the other hand, an analysis was made from the perceptions of the target audience of Coca-Cola about the effect that the role of music has on the communication of the brand. The results highlighted the positive aspect of music in reinforcing the brand's message. In conclusion, music continues to reinforce the feel of happiness that characterizes Coca-Cola and, in turn, responds to the "single brand" strategy they now use.