Audio Branding

Using Sound to Build Your Brand

Laurence Minsky, Colleen Fahey

• Éditeur: Kogan Page
• Année: 2017
• ISBN:
  9780749478582
• Édition: 1
• Sujet: Business
• Sous-sujet: Advertising

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.

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...