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Audio Branding
Brands, Sound and Communication
Editors:
|
Publisher:
2009
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
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
Table of contents
ChapterPages
Titelei/Inhaltsverzeichnis No access Pages 1 - 10
Preface No access Pages 12 - 15
Education in Sound No access Holger Schulze
Audio Branding – all new? No access Pages 26 - 35 Georg Spehr
From Brand Identity to Audio Branding No access Pages 36 - 51 Karsten Kilian
Finding the Rhythm: Elias Arts and the Pioneering of Audio Identity No access Pages 52 - 61 Rayan Parikh
A short History of Sound Branding No access Pages 62 - 75 John Groves
Jingle all the Way? Basics of Audio Branding No access Pages 76 - 89 Kai Bronner
The Voice in Brand Sound No access Pages 90 - 95 Mark Lehmann
Audio Brands and Brand Sounds: Relevance of Timbre in Audio Branding No access Pages 96 - 109 Hannes Raffaseder
The Process of Brand Sound No access Pages 110 - 117 Rainer Hirt
Acoustic Brand Management and the Digital Revolution No access Pages 118 - 129 Lukas Bernays
Bands for Brands – How much do they really have to fit? No access Pages 130 - 139 Cornelius Ringe
Silence of Brands No access Pages 140 - 147 Cornelius Ringe, Kai Bronner, Rainer Hirt
Acoustics as Resonant Element of Multi-sensory Brand Communication No access Pages 148 - 163 Karsten Killian
Synesthetic Design – Building Multi-sensory Arrangements No access Pages 164 - 181 Michael Haverkamp
Intellectual Property in the Context of Acoustic Branding No access Pages 182 - 191 Jasmin Junge
Sound Trade and Service Marks – Legal Aspects No access Pages 192 - 203 Ralf Sieckmann
The Narrative Ear – Realities in Creating Sound, Story and Emotion for Brands No access Pages 204 - 215 James Bull
The Samsung Global Sound Project: Cross-culture Innovation No access Pages 216 - 227 Aaron Day
The sound of Vattenfall – A brand promise is heard No access Pages 228 - 239 Stefan Nerpin, Richard Veit, Milo Heller
Case Study: NBL Team Anthem, WWF India No access Pages 240 - 247 Shouvik Roy, Anupam Sen Gupta
