Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Abstract

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011–2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.

Strategi Pengembangan Soundlit Studio Sebagai Audio Branding Agency Pertama Di Indonesia

“…Audio branding adalah salah satu metode pemasaran yang saat ini mudah ditemui, dimana suatu perusahaan menggunakan suara sebagai media untuk mempromosikan produknya, seperti brand ternama "Sari Roti" atau "Susu Murni Nasional" yang telah sukses menghantarkan promosi produknya kepada masyarakat dengan jingle yang familier. Penggunaan audio branding dan musik yang dibuat dengan tujuan sejenis dapat meningkatkan kesadaran masyarakat akan produk tertentu (Vidal-Mestre et al, 2022). Branding juga memiliki tujuan sebagai dasar bagi kesuksesan komersial, sehingga suatu perusahaan harus mempunyai identitas yang mudah dikenali melalui representasi citranya (Hackley, 2015).…”

Editorial Monográfico Nº 46: 100 años de la radio en Iberoamérica. Estudios de radio y futuro del medio

“…Fundamentalmente, los trabajos de investigación actuales se mueven alrededor de cuatro grandes focos de interés: narrativas y convivencia de nuevos formatos sonoros (Moreno, Amoedo & Martínez-Costa, 2017;López, 2021) con el renacer de otros clásicos, como la ficción (Arias-García & Rodero-Antón, 2021; López & Olmedo, 2020) o el documental sonoro (Rodríguez Ortiz, 2021); la producción de contenidos (Carvajal, Marín-Sanchiz & Navas, 2022;Hausman, Messere, O´Donnel & Benoit, 2011); los nuevos modelos y plataformas de distribución (Terol-Bolinches, Pedrero-Esteban & Pérez-Alaejos, 2021; Legorburu, Edo, & García-González, 2021), y la rentabilización y comercialización del audio (Vidal-Mestre, et al 2022;Orrantia, 2022;Martínez-Otón, Sellas & Ortega, 2021;Espinosa-de-los-Monteros, 2020;Peinado-Miguel, Rodríguez-Barba & Rodríguez-Pallares, 2017).…”

Sonic branding: A narrative review at the intersection of art and science

“…Over the years, a plethora of terms have emerged to describe the practice of branding with audio, whether in whole, or in part. The more general term covering all aspects of a brand's audio identity is described as sound branding (Graakjær & Bonde, 2018; Groves, 2011), sonic branding (Gustafsson, 2015; Hein, 2006), or audio branding (Müller & Kirchgeorg, 2011; Vidal‐Mestre et al, 2022). In turn, the distinct sonic assets that are used to create a holistic sonic identity are also referred to by a variety of monikers.…”

“…These range from the applicability of the semantic differential technique and the related literature on crossmodal correspondences, through to the potential use of generative AI in the development and/or assessment of sonic assets. For a systematic review approach to the field of audio branding, see Vidal‐Mestre et al (2022).…”