Product Sound as an Audio Branding Tool International Marketing & Brand Management Spring 2009 Master Thesis (original) (raw)
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2018
The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand. This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be b...
Non-musical sound branding – a conceptualization and research overview
European Journal of Marketing, 2018
Purpose – The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound. Design/methodology/approach – Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields. Findings – The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds. Research limitations/implications – The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding. Practical implications – The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding. Originality/value – The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.
Profesional de la Información, 2022
Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.
Intel and Nokia's success in sound branding encouraged followers to implement this branding strategy. This study aims to explore the effects of sound stimuli applied in branding. A questionnaire survey was conducted to measure consumers' perception towards sound stimuli, and its influence towards brand preference. Consumers' perception towards sound stimuli is further examined to identify its influences on attitude towards the brand, brand awareness with brand association, and qualitative perception. Brand loyalty and preference are confirmed to have consequential influences from the antecedents: attitude towards the brand, brand awareness with brand association, and qualitative perception. Findings of this study suggest that sound trademarks should be carefully selected and designed to help consumers remember the brand and elicit positive awareness, association, attitude and perception. In contrast, slogan-alone sound trademarks, especially those with ambiguous meaning slogans, may lead to negative attitudes and preferences.
Sonic branding: A consumer-oriented literature review
Journal of Brand Management, 2015
Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ’the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present paper also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses do not yet understand Sonic Branding as the uniquely consumer oriented practice it has the potential to be. Understanding the way that consumers themselves use music is crucial to successful brand management in this area. However, for theorists and practitioners alike, the immediate challenge lies in developing those concepts and labels for Sonic Branding that will unite the field, and thereby increase its future impact.
Selected personal related and brand related predictors of the success of audio branding
2019
Although there is a numerous amount of literature on the effects of background music in advertising, we still lack empirical studies on the prerequisites and effects of audiobranding. The current paper deals with the question to which extent success of audio branding can be explained by several potential determinants. The success of audio branding is operationalised by measuring the level of aided and unaided recall of audio logos. We distinguish between two categories of determinants: Firstly brand relatedpredictors such as fit between brand and audio logo.Secondly, according to the logic of market segmentation´s criteria, we derive personal-related predictors such as age and consumer´s musicality (i.e. sociodemographic), involvement (psychographic) and media use (behavioural). The survey examines the coherence of such criteria with the recall of eight famous brands´ audio logos. As a result, all brand-related and personal-related predictors show weak but significant correlations w...
Music to the ears: the role of sonic branding in advertising
International Journal of Advertising, 2023
Marketers are taking note by using music and sound to reinforce a brand's identity. Sonic branding involves designing an auditory equivalent of a graphic representation of a brand that embodies the brand's essence, attributes and values. This research examines how the use of sonic logos in advertising can aid in inducing positive emotions in consumers in affect-rich decision contexts. Findings demonstrate that sonic logos have the ability to evoke positive emotions, stimulate engagement and enrich the brand experience, especially for those individuals high in emotion-based decision-making. Implications for how sonic branding can aid in enhancing marketing communications are discussed.
Ethos in Sound Design for Brand Advertisement EdgyLab -Udine via Montenero 6 -Udine (Italy
Traditionally advertising has aimed to influence purchasing by affecting beliefs about the consequences of consuming a product. With the rise of brand marketing, the focus shifted from products to brands viewed as symbolic universes endowed with values and meanings that circulate in the imagination of a society. The paper explores the use of sound in syncretic multimodal advertising product as a bearer of brand and rhetorical meanings. A conceptual framework is proposed that addresses this issues by integrating the perspective of Design Theory and Transmedia Storytelling. In this context, two different senses of Ethos emerged and are discussed. A selected set of video commercials produced by Lancôme in the period 1990-2010 is used as a concrete example to show how the proposed framework can be used to analyze how sound features have been consistently exploited to communicate symbolic meanings.
Ethos In Sound Design For Brand Advertisement
Proceedings of the SMC Conferences, 2014
Traditionally advertising has aimed to influence purchasing by affecting beliefs about the consequences of consuming a product. With the rise of brand marketing, the focus shifted from products to brands viewed as symbolic universes endowed with values and meanings that circulate in the imagination of a society. The paper explores the use of sound in syncretic multimodal advertising product as a bearer of brand and rhetorical meanings. A conceptual framework is proposed that addresses this issues by integrating the perspective of Design Theory and Transmedia Storytelling. In this context, two different senses of Ethos emerged and are discussed. A selected set of video commercials produced by Lancôme in the period 1990-2010 is used as a concrete example to show how the proposed framework can be used to analyze how sound features have been consistently exploited to communicate symbolic meanings.
Music and sound for brand empowerment: the IKEA’s case
Revista de Comunicación de la SEECI, 2021
This paper aims to assess the music and the sound in the enhancement of brand characteristics, taking as an example an ad from IKEA, broadcast for the Christmas campaign 2018. For this aim, we distinguish the most relevant emotions, the orientation towards consumption, together with a psychosocial characterization of the brand. Through a multimodal analysis, carried out by a sample of 86 students of the degree of cinematography at the Higher School of Cinema and Audiovisual of Catalonia who repeatedly visualized this announcement, a predominance of sadness and nervousness was observed through, not only images but the use of music already used in other audiovisual products (Claire de Lune de C. Debussy), the use of voices and strategic use of silences. Thanks to multimodal analysis, the orientation of the ad towards human values is appreciated, as well as a certain preponderance of young people and women in the interest to this brand, through the use of sound.