Sonic branding: a framework for understanding sound branding and an overview of its most noticeable practices across industries
Bollue, Sebastien (2015)
Bollue, Sebastien
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015081313977
https://urn.fi/URN:NBN:fi:amk-2015081313977
Tiivistelmä
This thesis presents the importance and relevance of sound in branding, as very few studies on sonic branding have been conducted so far.
The aim of this thesis is to lay out a framework for understanding sonic branding as a phenomenon and for getting an overview of the most notable practices of sonic branding across various industries. The study is commissioned by the advertising agency Wondergarden for who a workshop was also created. Additionally this thesis hopefully can inspire others to pursue further research regarding the business related aspects of sound.
The study makes use of literature review, desktop research, and a qualitative interview, and attempts to answer the following research questions:
1. What is sonic branding as a phenomenon?
2. Why do certain sound patterns become “earworms” and how could they support a brand?
3. What is the process behind creating assets of sonic branding?
Before introducing sonic branding, the elements that constitute the term are analyzed. The physical and biological properties of sound are explored: what sound is, the impact of sound on the brain, and earworms.
Sonic branding and its practices are introduced and the traditional approach practiced by marketing agencies and the research on hit song prediction by Tom Bergmans are reviewed to explore how to create recognizable sonic properties.
The theoretical framework is supported by a short benchmarking of three large international businesses that successfully incorporate sonic branding: The Coca Cola Company, The McDonald’s Corporation, and Mercedes-Benz.
The data collected, the workshop, the conclusions, the suggestions, and the learning outcomes are all presented in detail. The summary also presents the findings that are most valuable to the commissioner.
The thesis argues that sonic branding deserves to be seen as a highly valued and powerful tool.
The aim of this thesis is to lay out a framework for understanding sonic branding as a phenomenon and for getting an overview of the most notable practices of sonic branding across various industries. The study is commissioned by the advertising agency Wondergarden for who a workshop was also created. Additionally this thesis hopefully can inspire others to pursue further research regarding the business related aspects of sound.
The study makes use of literature review, desktop research, and a qualitative interview, and attempts to answer the following research questions:
1. What is sonic branding as a phenomenon?
2. Why do certain sound patterns become “earworms” and how could they support a brand?
3. What is the process behind creating assets of sonic branding?
Before introducing sonic branding, the elements that constitute the term are analyzed. The physical and biological properties of sound are explored: what sound is, the impact of sound on the brain, and earworms.
Sonic branding and its practices are introduced and the traditional approach practiced by marketing agencies and the research on hit song prediction by Tom Bergmans are reviewed to explore how to create recognizable sonic properties.
The theoretical framework is supported by a short benchmarking of three large international businesses that successfully incorporate sonic branding: The Coca Cola Company, The McDonald’s Corporation, and Mercedes-Benz.
The data collected, the workshop, the conclusions, the suggestions, and the learning outcomes are all presented in detail. The summary also presents the findings that are most valuable to the commissioner.
The thesis argues that sonic branding deserves to be seen as a highly valued and powerful tool.