ABSTRACT
This chapter discusses the musical value by examining the operation of brand synergy and shopping-as-performance. It explains how executives use branding strategies in design aesthetics, and promotions. The performers were in the midst of a live concert tour organized by their music label, which was owned by the same media conglomerate that owned Music Metropolis. However, Kuldeep faced an obstacle that was even more serious than the tendency toward thriftiness in his hometown's hierarchy of values. Promoting music as a component of particular holidays was not new; indeed, Vibodh Parthasarathi notes that music and musical hardware were given seasonal promotions from the very start of the Indian music industry. Although typically measured electronically in American or European stores, at Music Metropolis footfalls are measured by the security guards at store entrances and logged hourly for later compilation. Thus, Schmitt argues, brand managers should focus on creating sensual and affective experiences for the customer.
