Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?
Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
Trusted by 375,005 students
Access to over 1.5 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
INDEX
Note: Italics indicate a Figure or Table in the text.
Abercrombie & Fitch 38, 77, 132
AC Nielsen 93
acoustic branding 203
advertising 2, 3, 4, 5, 10, 16, 21, 66, 72, 81, 82, 94, 95, 113–16, 128, 145, 156, 157, 158, 162, 171, 172, 177, 198
advertising awareness of 113
aided and unaided awareness 113
Alka-Seltzer 149
Alstom 14
Apple 4, 9, 22, 33, 50, 130
apps 57, 155
Areva 6–7
Asian Paints 37
Atkinson, Rowan 4
Atlanta 70–71, 178
Convention & Visitors Bureau (ACVB) case study 134–37
‘atmospherics’ 191–92
audio adaptations 203
audio brand launch 139–56
approaches 140–43
audio branding 1–18, 27, 65–83, 90, 203, 205
as a system 3–7
brand launch 139–56
cues 23, 28, 115–16
deconstruction/layering 105–06
differential through s...
Table of contents
- Cover
- Title Page
- Copyright
- Contents
- About the authors
- Foreword
- Preface
- Acknowledgements
- 01 Wake up to the power of audio branding
- 02 Audio branding in the digital age
- 03 It’s time we came to our sensory marketing
- 04 Welcome to the world of audio branding
- 05 The search for your sound
- 06 What gets measured
- 07 The audio-branding process
- 08 How to launch your audio brand
- 09 Maintaining and evolving your audio brand
- 10 Music and sound design in environments
- Glossary
- Index
- Backcover
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.5M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1.5 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access Audio Branding by Laurence Minsky,Colleen Fahey in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.