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The components of successful sonic branding – A music marketing study of how to effectively reinforce the perception of brands by the creation of sound identities

Andersson, Niklas (2009)
Department of Business Administration
Abstract
In this thesis, I address the potential success factors of sonic branding. By extensively examining sound identities and sonic logos, across all the possible phases of its creation and implementation; I am conducting this study with the ambition of finding, mapping and analyzing its potential success factors. My main purpose in carrying out this study is hence to contribute to a clearer, more focused knowledge base, surrounding the factors of success when applying the tool of sonic branding. To reach my purpose, I apply both qualitative methods using semi-structured interviews, as well as quantitative methods using a survey strategy. My main emphasis however lay on conducting this study with an interpretative, hermeneutic, abductive... (More)
In this thesis, I address the potential success factors of sonic branding. By extensively examining sound identities and sonic logos, across all the possible phases of its creation and implementation; I am conducting this study with the ambition of finding, mapping and analyzing its potential success factors. My main purpose in carrying out this study is hence to contribute to a clearer, more focused knowledge base, surrounding the factors of success when applying the tool of sonic branding. To reach my purpose, I apply both qualitative methods using semi-structured interviews, as well as quantitative methods using a survey strategy. My main emphasis however lay on conducting this study with an interpretative, hermeneutic, abductive approach Theories connected to mainly corporate and brand identity, marketing aesthetics, sonic branding as well as branding in general, are used as mainstay for this study. The theories applied, display evident connections to the questions at issue and were chosen for this reason. The empirical foundation is based on three semi-structured interviews, carried out with Jakob Lusensky, Søren Holme and Stellan Colt. It is furthermore based on a conducted survey, using a questionnaire. Four sonic logos were tested using the questionnaire, measuring factors of recognition, recall and association. The sonic logos being tested belong to the companies/brands of BMW, LOKA, Hornbach and Pressbyrån. The results of my studies show, that there may in fact be potential success factors within all phases of sonic branding. When analyzing which success factors potentially may be of greatest importance, I have been able to conclude some of them as the following: -Knowing your identity, i.e. knowing who you are before trying to convince consumers of who you are, through sonic branding. -Conducting a deep and thorough analysis, prior to engaging in the creation of a sound identity; investing sufficient enough of resources for this to be made possible. -Understanding that certain core values, when translated into music and sounds, may lie very close to being perceived in a completely different, and perhaps greatly undesired way. -Reaching internal conviction within companies, of the reasons for a certain sound identity´s components and attributes. -Enabling a sophisticated marriage between sonic and visual attributes; creating the sense of overall aesthetic appeal. -Reviewing and perhaps modifying a company´s sound purchasing strategy; in so saving much resources and increasing chances of a unified sound identity. -Assigning a special task force in larger enterprises, devoted to the challenge of unifying its sounds. (Less)
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author
Andersson, Niklas
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
sonic branding, sound identities, sonic logos, corporate identity, marketing aesthetics, branding, Management of enterprises, Företagsledning, management
language
Swedish
id
1437363
date added to LUP
2009-06-10 00:00:00
date last changed
2012-04-02 17:35:38
@misc{1437363,
  abstract     = {In this thesis, I address the potential success factors of sonic branding. By extensively examining sound identities and sonic logos, across all the possible phases of its creation and implementation; I am conducting this study with the ambition of finding, mapping and analyzing its potential success factors. My main purpose in carrying out this study is hence to contribute to a clearer, more focused knowledge base, surrounding the factors of success when applying the tool of sonic branding. To reach my purpose, I apply both qualitative methods using semi-structured interviews, as well as quantitative methods using a survey strategy. My main emphasis however lay on conducting this study with an interpretative, hermeneutic, abductive approach Theories connected to mainly corporate and brand identity, marketing aesthetics, sonic branding as well as branding in general, are used as mainstay for this study. The theories applied, display evident connections to the questions at issue and were chosen for this reason. The empirical foundation is based on three semi-structured interviews, carried out with Jakob Lusensky, Søren Holme and Stellan Colt. It is furthermore based on a conducted survey, using a questionnaire. Four sonic logos were tested using the questionnaire, measuring factors of recognition, recall and association. The sonic logos being tested belong to the companies/brands of BMW, LOKA, Hornbach and Pressbyrån. The results of my studies show, that there may in fact be potential success factors within all phases of sonic branding. When analyzing which success factors potentially may be of greatest importance, I have been able to conclude some of them as the following: -Knowing your identity, i.e. knowing who you are before trying to convince consumers of who you are, through sonic branding. -Conducting a deep and thorough analysis, prior to engaging in the creation of a sound identity; investing sufficient enough of resources for this to be made possible. -Understanding that certain core values, when translated into music and sounds, may lie very close to being perceived in a completely different, and perhaps greatly undesired way. -Reaching internal conviction within companies, of the reasons for a certain sound identity´s components and attributes. -Enabling a sophisticated marriage between sonic and visual attributes; creating the sense of overall aesthetic appeal. -Reviewing and perhaps modifying a company´s sound purchasing strategy; in so saving much resources and increasing chances of a unified sound identity. -Assigning a special task force in larger enterprises, devoted to the challenge of unifying its sounds.},
  author       = {Andersson, Niklas},
  keyword      = {sonic branding,sound identities,sonic logos,corporate identity,marketing aesthetics,branding,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The components of successful sonic branding – A music marketing study of how to effectively reinforce the perception of brands by the creation of sound identities},
  year         = {2009},
}