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Studying the potential of jingle to strengthen brand awareness: in case study of aqua jingle

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There are many message strategies that marketers use to create brand awareness, such as slogan, tagline and music. Music is stated to be effective in creating brand awareness, since it is easy to be remembering, thus helps consumers in brand recall. AQUA is one of mineral water brand that have strong brand awareness. AQUA is chosen as a study subject since unlike other brands, it sticks with one jingle that has been used since their television ad in 1992. By conducting Focus Group Discussion this research aims to analyze the perception of AQUA audiences about the jingle. In addition, it also wants to find out how successful the jingle is in delivering the messages about the brand awareness. Based on the findings, the audiences perceive AQUA's jingle as the brand very well and it successfully sends the messages of AQUA. Besides, the study also finds out that the jingle has potential to lead the audiences to be aware of the brand, which means it successfully deliver the messages about brand awareness.

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Availability

B01286

(wh)

Available

Detail Information

Series Title

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Call Number

1286

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

PR

Specific Detail Info

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Statement of Responsibility

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