Sound branding

Acoustic brand management (also: Audio Branding, Sound Branding, Sonic Branding or Acoustic Branding ) is the German term for processes in which audible components of trademarks or complete audible brands are developed and used.

Acoustic markers take place, since certain sounds important, some vital functions have been assigned. Commercial audible brand elements have been produced since the beginning of the 20th century and used strategically. These processes rely on the brand management features for recognizing, recognition, distinguish, remembering and binding. Sounds complete in marketing the corporate image of companies, which is a long time came mainly visual appearance. Length, speech portion and the positioning of sounds in the foreground or background of promotional activities are common distinguishing criteria for acoustic brand elements. In practice, most commonly come before the molds audio logo, jingle, brand voice, brand song and soundscapes. A critical vote against acoustic brand management is the sound ecology.

• 4.3.1 Self concept sound
• 4.3.2 Product Self sound
• 4.3.3 Interactive sound

Concept and definition

In the comprehensive process of acoustic brand management no ( international) uniform mark is used in practice and literature. The development of trademarks or brand elements is, in general, branding, whereas the property of the audibility of brand elements by multiple attributes such as audio, sound, sonic, or acoustic music is brought literally expressed.

By the fall of 2010, the combination of the two word audio components and branding, which is the technical term audio branding to have prevailed seemed. A study conducted by the Hamburg Audio Branding Academy study has revealed in September 2010 that the concept of sound branding is preferred in business practice. This has been asked but in the context of finding a linguistic counterpart to the visual branding. Raised with 32 agencies that produce acoustic brand elements in 13 countries, the survey has shown that 46 percent of the participants the concept sound branding instead of Audio Branding (32 percent of the vote ) deem correct. Regarding the naming audible marks outweighed the titling sound logo with 45 percent even clearly against the audio logo that received only 6 percent support. Thus, the term could also in German speaking countries will soon establish itself, which is already used most often for a long time in the Anglo-American world: sound branding. Instead of branding is often the identity of speech. Acoustic corporate identity, corporate sound and similar terms are precisely those synonyms for the audible overall concept of a company and / or in his respective brands.

The German concept of acoustic brand management is not quite accurate. Since the aim is the perception of brands, the word takes acoustically inadequate. Acoustic only describes the physical layer of the sound. From the physiological level of hearing is correct only where the speech, when it comes to auditory, ie audible, perceptible.

History

The beginnings of the acoustic brand management go far back: For about 4000 years coin ( churches ) bells the acoustic landscape of cities and regions thanks to its strong recognition value. Different pitches and melodies of Geläuts functions were assigned for example, fire protection, the call to worship or display of the time. Also fanfares are to be regarded as the first applications. They were used for hunting, were the announcement of kings and still find use in primitive peoples.

The commercial concept of acoustic brand management came to the early 20th century; with the use of a piece of music for promotional purposes in 1905 in the then emerging automotive industry. The song "In My Merry Oldsmobile " the Oldsmobile Motor Company formed the basis of the marketing communication of the company. 1920 invented Erik Satie against all profit orientation, the so-called development timeless music. He was the first composer who created his plays soundscapes without development, from which he founded his style Musique d' ameublement. Subsequently, the rapid rise of radio commercials took place in the radio era. Since 1934, the company Muzak, which with functional music became successful there. The background music or store music was heard, but not be consciously perceived. This trend towards an everyday treatment of sound elements took place in the United States until then. In the 50s, finally stopped advertising jingles collection in Europe.

Acoustic brand management can be referred to as a new discipline in terms of their commercial exploitation and scientific research, has yet emerged in which no uniform practice. But it is becoming increasingly established in the market and is used by an increasing number of companies.

Corporate Identity and sonic branding

Brand management is to be considered as part of marketing and includes measures to build a brand as a feature for recognizing, recognition, distinguish, remembering and bind to highlight them from the mass of similar offers. So is uniquely associated with the particular brand and allows a distinctive identity to be created. The brand exists analogous to corporate identity, corporate identity, a self-contained corporate personality. This consists of: Corporate design (appearance of the company), Corporate Behavior ( behavior of the company) and corporate culture ( culture of the company ). Thus, the company presents itself to the public. By means of auditory components is an extension of the corporate identity to the corporate sound ( sound of the company), which is always part of the holistic brand management. Audible stimuli are particularly successful for the mediation of emotions and information. They influence the attitude to a brand, the willingness to buy and purchasing behavior.

The whole process of acoustic brand management can be divided as follows: At the strategic level, an analysis of external and internal factors is first performed, which are associated with the brand. Then, the transfer of the information obtained and data occurs in an acoustic foundation. Operationally, the sound - musical form is eventually implemented. The thus created sound identity is strongly geared to the corporate identity and determines the design of the acoustic brand elements.

Acoustic Elements of Marks

Acoustic elements of marks found along with visual components such as colors, fonts and forms the shape of a certain brand.

Distinguishing criteria

Using various features of which can classify acoustic brand elements: The length of the acoustic stimulus can be divided into short (less than 3 seconds), medium ( 3-7 seconds) and long (more than 7 seconds). The combination with verbal stimuli will indicate if the language is involved or not. Can also be distinguished according to whether the advertising measure is the inclusion in the background or foreground. With regard to the substantive meaning can be further classified into natural meanings, like a bird chirping, and metaphorical meanings or acquired, such as sequences of notes that are for example as metaphors for human steps.

Acoustic brand elements (selection)

Listed here are the brand elements used in practice most often.

Audio Logo

Called The audio logo, and the acoustic logo, sound logo, Sonic logo, signature motif, acoustic signature or sound mark is short, concise, memorable, in the broadest sense to noise-like melodic and can occur instrumental, spoken or sung.

Jingle

A melodic piece containing text and is usually sung are called jingle. This includes the advertising slogan or the central message and can be used at the hearing without text after the establishment.

Brand voice

Brand voice and brand voice, Corporate Voice or corporate voice called, is a specific speaking voice that is used consistently and long term for the verbal communication of a company.

Brand song

With a brand song, also known as Fire Song Song or corporate known, it may on the one hand to be an already popular foreign composition, which has not been created for the company. On the other hand, this song will be developed according to the guidelines of the acoustic identity.

Soundscape

Soundscape refers to a designed, atmospheric sound space that is used in real-world environments such as showrooms or in media such as the Internet.

Other types of sounds

A distinction of acoustic brand elements are types of sounds that are acoustically connected to the product and its design and be involved in the acoustic brand management.

Self concept sound

It is onomatopoeia of trade names or slogans, which can cause associations to be generated.

Product owned sound

Noises of products designed, such as the closing of a car door, or unwanted noises are specifically reduced.

Interactive sound

Also called the Sound object, they replace mechanical noises, which have ceased through technological improvement.

Critique: sound economics vs. sound Ecology

As a counterpoint to the growing market for sound products, which emerged from the acoustic brand management, the so-called sound ecology exists as a scientific field of research since the 1960s. It is the critical perspective on the development of auditory exposure to humans. Also with regard to acoustic brand management, it deals with the barely tolerable limits and the authorization of auditory stimulation, which is scientifically not yet been sufficiently investigated. Habitualisierungsprozesse and manipulation of potential keywords are of sound ecology.

Coined the term an ecology of sounds and their pollution by R. Murray Schafer. In Germany Rüdiger Liedtke drew attention to the dangers of an increasing expulsion of silence with its eponymous release from 1988.