Service branding in the music industry : a test of the de Chernatony and Segal-Horn model

This research paper aims to discuss the role of branding in marketing music in Australia, utilising the de Chernatony and Segal-Horn (2003) service brand mode as a framework. The literature on strategic branding is first reviewed. Five critical constructs are identified; namely brand value, brand personality, brand consistency, brand image, and brand performances. Twelve in-depth interviews were performed to test the service brand model advocated by de Chernatony and Segal-Horn. This study confirms their service brand model, in the contextual sense that brand value, personality and image play significant roles in the music industry. However, this study also finds contradictory results in brand consistency.Moreover, brand performance in the music industry is found to be evaluated by both objective and subjective measures. This paper makes theoretical contributions in that it uses in-depth interviews to test the service brand model in the music industry. This study also makes practical contributions that can provide insights to artists and managers as to how branding concepts can be useful tools for Australian artists and management.