IDEAS home Printed from https://ideas.repec.org/p/zbw/esbwmm/20191.html
   My bibliography  Save this paper

The sound of brands

Author

Listed:
  • Nufer, Gerd

Abstract

The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand. This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be beneficial for practitioners. The overall evaluation of the concept of audio branding contributes to the existing body of literature in branding.

Suggested Citation

  • Nufer, Gerd, 2018. "The sound of brands," Reutlingen Working Papers on Marketing & Management 2019-1, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:20191
    DOI: 10.15496/publikation-26654
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/193143/1/104344887X.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.15496/publikation-26654?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:esbwmm:20191. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/sbreude.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.