BRAND IDENTITY COMMUNICATION FOR FOOD AND BEVERAGE CATEGORIES IN A MUSIC VIDEO BY A T-POP ARTIST

Abstract

This research is a qualitative study. The objectives of this research are 1) To analyze the identity of food and beverage brands 2) To study the strategies for presenting the identity of food and beverage brands that appear in music videos of T-pop artists. The study was based on concepts, and theories related to Brand Identity and Narrative Theory using textual analysis. The data collection tools are the food and beverage brand identity analysis table and the table of elements of Narrative structure in music videos. Only music videos released between 2022 to 2024 that contain product placement of food and beverage products, totaling 5 songs from 4 brands were chosen: "Hoo Whee Hoo" (Lays), "Love Mode" (Pepsi), "Feeling Bab Wa Ooh!" (Nestlé Purelife), "100%You" (Pepsi), and "I’m Ready!" (Ready). The results of the study consisted of two aspects: in terms of food and beverage brand identity, it was found that brands communicate their identity through various elements, including Brand Positioning, Brand Personality, Visual Identity, Verbal Identity, and Behavioral Identity. In terms of brand identity communication strategies in music videos, it was found that all 4 brands chose to use T-pop artists who were consistent with the stories and target groups to present the brands. Two storytelling were found: storytelling through drama and storytelling through lyrics, along with the use of other storytelling elements, including theme, conflict, characters, settings, point of view, symbols, costume, and visual techniques and communication to present the brands through music videos