Billboard.biz:
A new study from Heartbeats International suggests that while almost all respondents agree that music can strengthen a brand, a lack of resources that companies devote to music remains a major problem. In the 31-page report, titled “Sounds Like Branding,” the Stockholm-based brand communication agency asked brand directors or managers from 70 majors brands for their input. The report begins by examining the role music plays in the branding strategies of various corporations. For example, 68% of companies say music is an important tool in building a brand and 96% of respondents claimed music can strengthen their brand.