Sound's Function in the Branding Process

Sound's Function in the Branding Process

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This Master's thesis studies what sound adds to the branding process. The branding world is predominantly a visual one, but with technological advances and changing audiences, music is becoming more appealing to marketers. An experiment comparing and contrasting sound brands and visual brands better explains the intricate and evolving relationship these two have. Finally advice to future marketers on how to add sound to the branding process can be given.1 Visual brands use colors and pictures to visually identify the product and stick in the consumersa#39; minds. ... A similar description of a€œaudio identity, a€ another term for sound branding, is a€œA manual that is used to create and direct musical choice for the benefit of brand identity. ... The Ford Motor Companya#39;s newest campaign featuring Kelly Clarksona#39;s song a€œGo, a€ which is being used for television and radio anbsp;...

Title:Sound's Function in the Branding Process
Author: Natasha Riggins
Publisher:ProQuest - 2007

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