Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding (original) (raw)
Related papers
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.
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...
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...
Sonic identity and audio branding elements in Spanish radio advertising
Anàlisi, 2021
The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jin...
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.
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.
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.
Radio, advertising and the Internet often forget that sound is a rich and versatile resource for achieving objectives such as to gain the consumer's immediate response, to build reputation and a brand image, to improve attention and recall, and to provide a functional and emotional user experience. To that end, adequate work in audio design should be performed to solve this deficiency. The success of several big brands in creating a solid audio brand demonstrates its relevance and beneficial consequences. This paper aims to analyze the sound strategy of three companies: McDonalds; Intel; and Coca-Cola. We study how sound resources are creatively applied to brand advertisement management of these companies. The analyzed variables in this study are the sound composition thought the use of music, sound effects and voice, the communicative function of the sound, and the strategic relationship between the brand, the product and the sound. The results of this study indicate that a suitable sound branding strategy can reinforce the advertising effectiveness of a brand.
When the Internet seems to be deaf. Sound resources to enrich online radio advertising
Radio, advertising and the Internet often forget that sound is a rich and versatile resource for achieving objectives such as to gain the consumer’s immediate response, to build reputation and a brand image, to improve attention and recall, and to provide a functional and emotional user experience. To that end, adequate work in audio design should be performed to solve this deficiency. The success of several big brands in creating a solid audio brand demonstrates its relevance and beneficial consequences. This paper aims to analyze the sound strategy of three companies: McDonalds; Intel; and Coca-Cola. We study how sound resources are creatively applied to brand advertisement management of these companies. The analyzed variables in this study are the sound composition thought the use of music, sound effects and voice, the communicative function of the sound, and the strategic relationship between the brand, the product and the sound. The results of this study indicate that a suitable sound branding strategy can reinforce the advertising effectiveness of a brand.