Music branding has been used in marketing strategies for a long time already. But if we look deeper into its evolution we can certainly come to a conclusion that this evolution has never happened. How is this possible? Music branding was not used consciously but more like something that felt right. What felt right years ago has to be studied carefully today in order to learn the strategy of how to use the power of music. There had been many marketing disasters in the past, because what felt right for the advertisers did not work for the consumers. Today´s competitive world does not allow any errors, that is why music strategies have to be trusted only to experts.