Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding
Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the differ...
| Authors: | , , , , |
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| Format: | article |
| Publication Date: | 2022 |
| Country: | España |
| Institution: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repository: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:20.500.12328/3960 |
| Online Access: | http://hdl.handle.net/20.500.12328/3960 https://dx.doi.org/10.3145/epi.2022.sep.04 |
| Access Level: | Open access |
| Keyword: | Marca d'àudio Comunicació d'àudio Publicitat audiovisual Publicitat Música So Branding Marques City brand-ding Marca de país Marca política Àudio Identitat sonora Revisió sistemàtica Marca de audio Comunicación de audio Publicidad audiovisual Publicidad Sonido Marca Marcas Marca de la ciudad Marca país Audio Identidad sonora Revisión sistemática Audio branding Audio communication Audiovisual advertising Advertising Music Sound Brands City branding Country branding Political branding Sound identity Systematic review 316 |
| Summary: | Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding. |
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