Sinead Thesis

Crash! Boom! Brand! – Product Sound as an Audio Branding Tool (2009) HANSSON, CHRISTIAN,ARONSSON, RICKARD,WIERUP, DANIEL

Posted on: January 20, 2011

Article here

  • Increased global competition,  firms are finding it difficult to differentiate their brands. break through the media jungle and cope with the consumers limited time (Hulten 2008 P31 – 43)
  • Its increasingly important for firms to think in terms of stimuli and consumer engagement (Hulten 2008 p43)
  • Firms must put emphasis on the relationship between the brand and the five senses (Hulten 2008 p42)
  • Sound can work as a tool for us to express our attitudes and opinions but also show our social belonging (Schouten, Mcalexander1995)
  • A brand is what generally enables us to have a relationship with a firm as as it contains promises, sets expectations, and creates a feeling of consistency (Davis 2000)
  • Audio branding as the intentional use of music , sound and voice to create a connection between people and organisations (Franus 2007)
  • Sounds can be linked to brands for in several different scenarios, for instance in advertising, consumer spaces, websites and products (treasure 2007 P155 – 233)
  • 99% of brand experience consists of what consumers hear and sees (Martin lindstrom 2005 p87)
  • Music can create a bond between consumers and brands (Fulberg 2003)
  • Advertising sounds can affect the consumers emotions towards the brand (Oakes 2007)
  • Kellers CBBE Model – Consumer – Based brand Equity

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Connecting to %s

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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