Brands rise and fall by the emotions they evoke and command premium profits primarily from strong emotional connections with consumers. Research activity on influences of visual brand elements is vibrant. However, a brand exists within a cultural context both in terms of its visual identity name and its voice.
With a fifth of the world living on the Indian subcontinent, consuming global brands such as Apple and Coca-Cola, it is therefore important for the marketing discipline to assess the nuances of Indian Classical Music and its impact on sonic identity from a uniquely Indian standpoint. BrandMusiq in association with Northern Illinois University have come together to create a framework that draws on the objective tonal taxonomy of ragas (melodic scales) from South Indian Classical Music.
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