Audio Branding: Brands, Sound and Communication

Kai Bronner; Rainer Hirt

doi:10.5771/9783845216935

Summary

Audio Branding, also known as Sound Branding or Sonic Branding, describes brand communication through sound, using brand sound elements like an audio logo, a brand song or a brand voice. So far, brands have spent a lot of time and money on visual branding while sound hasn"t been treated as a brand element that needs to be designed. The emerging of new media and devices with built-in audio delivery, such as podcasts, audiobooks, smartphones, expands the opportunities for Audio Branding but also increases the risks of causing noise pollution and a sonic mess.

Consequently, the use of sound in brand communication demands careful attention. The articles in this book deal with functions of sound, the basics and principles of brand communication and Audio Branding, multi-sensory aspects of brand communication and legal matters concerning sound marks, among others. In case studies on projects with international brands, leading experts provide insight into what Audio Branding actually means in practice. This compilation is based on the German publication Audio-Branding that was released in 2007.

Main chapters:

- basics of sound and branding

- the beginnings of audio branding

- basics and principles of audio branding

- multi-sensory design

- legal aspects

- case studies

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Bibliographic data

Edition: 1/2009
Copyright Year: 2009
ISBN-Print: 978-3-8329-4352-3
ISBN-Online: 978-3-8452-1693-5
Publisher: Nomos, Baden-Baden
Language: English
Pages: 281
Product Type: Edited Book

Titelei/Inhaltsverzeichnis No access Pages 1 - 10
Preface No access Pages 12 - 15
1. Education in Sound No access
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1. Audio Branding – all new? No access Pages 26 - 35
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2. From Brand Identity to Audio Branding No access Pages 36 - 51
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1. Finding the Rhythm: Elias Arts and the Pioneering of Audio Identity No access Pages 52 - 61
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2. A short History of Sound Branding No access Pages 62 - 75
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1. Jingle all the Way? Basics of Audio Branding No access Pages 76 - 89
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2. The Voice in Brand Sound No access Pages 90 - 95
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3. Audio Brands and Brand Sounds: Relevance of Timbre in Audio Branding No access Pages 96 - 109
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4. The Process of Brand Sound No access Pages 110 - 117
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5. Acoustic Brand Management and the Digital Revolution No access Pages 118 - 129
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6. Bands for Brands – How much do they really have to fit? No access Pages 130 - 139
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7. Silence of Brands No access Pages 140 - 147
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1. Acoustics as Resonant Element of Multi-sensory Brand Communication No access Pages 148 - 163
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2. Synesthetic Design – Building Multi-sensory Arrangements No access Pages 164 - 181
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1. Intellectual Property in the Context of Acoustic Branding No access Pages 182 - 191
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2. Sound Trade and Service Marks – Legal Aspects No access Pages 192 - 203
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1. The Narrative Ear – Realities in Creating Sound, Story and Emotion for Brands No access Pages 204 - 215
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2. The Samsung Global Sound Project: Cross-culture Innovation No access Pages 216 - 227
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3. The sound of Vattenfall – A brand promise is heard No access Pages 228 - 239
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4. Case Study: NBL Team Anthem, WWF India No access Pages 240 - 247
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Glossary No access Pages 248 - 255
About the Authors No access Pages 256 - 269
Index No access Pages 270 - 281