Sinead Thesis

From Brand identity to audio Branding – Karsten Kilian

Posted on: January 17, 2011

Article here

  • “a brand can transform the way people see the world. It can change perceptions, preferences, and priorities” (Adamson, 2006, p. 219)
  • The brand message should be the same no matter where and when a customer interacts with the brand

  • Keller defines jingles as Musical messages written around the brand (2008, p164)
  • A common trait of all acoustical brand elements is that they effect us emotionally an increase brand recognition, often times beyond our awareness and our field of vision.
  • Must people don’t pay attention to TV ads – its important that a brand always reveals its identity acoustically by mentioning its name and /or another audible brand element
  • Ideally brand experiences provide a steady flow of fantasies, feeling and fun ( Holbrook / Hirschman 1982 P132)
  • “Creating cognitive problem solving experiences that engage customers creativity”(Schmitt 1999 P67) they engage customers by providing surprise, intrigue and possibly even provocation

After reading this report i can see that my topic is still too broad I need to narrow it down to a audible brand element

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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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