This master thesis examines the influence of calm resp. exciting electronic music on the perception of the brand personality of fictitious brands. Based on a historical analysis about the development of electronic music, it has been discovered that especially the emergence of the synthesizer and the personal computer played an important role in the progress of electronic music and its subgenres. Subsequently, the functions and characteristics of music in general and of electronic music in particular are analyzed. Based on an economic point of view, these days electronic music is particularly popular among young people and in the charts. Further, music is also used in the communications policy of marketing, e. g. in TV- and radio commercials as well as at the point of sale to influence the customers and to create product differentiation. With respect to brand personality, selected scientific approaches and their conceptual weaknesses in measuring are examined. In further consequence, the Brand Personality Scale of Aaker (1997) as well as criticism concerning its definition and its applicability across cultures and products is mentioned. The empirical study is conducted in the form of a quantitative questionnaire survey with two experimental- and control groups each. The evaluation of the collected data shows that Aakers scale could be reconstructed to a large extent. It also demonstrates that most results are consistent with the formulated hypotheses. Compared to the absence of a musical stimulus, calm music improves the evaluation of the brand personality and the dimensions “sincerity”, “excitement” and “sophistication”, whereas the use of exciting music improves the perception of the dimensions “excitement” and “ruggedness”.