Audio Branding

doi:10.5771/9783845216935

Audio Branding

Brands, Sound and Communication

1. Edition 2009

No access

doi.org/10.5771/9783845216935
ISBN print: 978-3-8329-4352-3
ISBN online: 978-3-8452-1693-5
Nomos, Baden-Baden Nomos, Baden-Baden

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Abstract

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

Chapter Expand | CollapseAuthorsPage
1–10 Titelei/Inhaltsverzeichnis 1–10
12–15 Preface 12–15
16–25 A. Audio Branding and Education in Sound 16–25
- Education in Sound Holger Schulze Holger Schulze
26–51 B. Basics of Sound and Branding 26–51
- 26–35 Audio Branding – all new? Georg Spehr Georg Spehr 26–35
- 36–51 From Brand Identity to Audio Branding Karsten Kilian Karsten Kilian 36–51
52–75 C. Beginnings of Audio Branding 52–75
- 52–61 Finding the Rhythm: Elias Arts and the Pioneering of Audio Identity Rayan Parikh Rayan Parikh 52–61
- 62–75 A short History of Sound Branding John Groves John Groves 62–75
76–147 D. Basics and principles of Audio Branding 76–147
- 76–89 Jingle all the Way? Basics of Audio Branding Kai Bronner Kai Bronner 76–89
- 90–95 The Voice in Brand Sound Mark Lehmann Mark Lehmann 90–95
- 96–109 Audio Brands and Brand Sounds: Relevance of Timbre in Audio Branding Hannes Raffaseder Hannes Raffaseder 96–109
- 110–117 The Process of Brand Sound Rainer Hirt Rainer Hirt 110–117
- 118–129 Acoustic Brand Management and the Digital Revolution Lukas Bernays Lukas Bernays 118–129
- 130–139 Bands for Brands – How much do they really have to fit? Cornelius Ringe Cornelius Ringe 130–139
- 140–147 Silence of Brands Cornelius Ringe, Kai Bronner, Rainer Hirt Cornelius Ringe, Kai Bronner, Rainer Hirt 140–147
148–181 E. Multi-sensory Design 148–181
- 148–163 Acoustics as Resonant Element of Multi-sensory Brand Communication Karsten Killian Karsten Killian 148–163
- 164–181 Synesthetic Design – Building Multi-sensory Arrangements Michael Haverkamp Michael Haverkamp 164–181
182–203 F. Legal Aspects 182–203
- 182–191 Intellectual Property in the Context of Acoustic Branding Jasmin Junge Jasmin Junge 182–191
- 192–203 Sound Trade and Service Marks – Legal Aspects Ralf Sieckmann Ralf Sieckmann 192–203
204–247 G. Case Studies 204–247
- 204–215 The Narrative Ear – Realities in Creating Sound, Story and Emotion for Brands James Bull James Bull 204–215
- 216–227 The Samsung Global Sound Project: Cross-culture Innovation Aaron Day Aaron Day 216–227
- 228–239 The sound of Vattenfall – A brand promise is heard Stefan Nerpin, Richard Veit, Milo Heller Stefan Nerpin, Richard Veit, Milo Heller 228–239
- 240–247 Case Study: NBL Team Anthem, WWF India Shouvik Roy, Anupam Sen Gupta Shouvik Roy, Anupam Sen Gupta 240–247
248–255 Glossary 248–255
256–269 About the Authors 256–269
270–281 Index 270–281

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