Music to the ears: the role of sonic branding in advertising

초록

Marketers are taking note by using music and sound to reinforce a brand’s identity. Sonic branding involves designing an auditory equivalent of a graphic representation of a brand that embodies the brand’s essence, attributes and values. This research examines how the use of sonic logos in advertising can aid in inducing positive emotions in consumers in affect-rich decision contexts. Findings demonstrate that sonic logos have the ability to evoke positive emotions, stimulate engagement and enrich the brand experience, especially for those individuals high in emotion-based decision-making. Implications for how sonic branding can aid in enhancing marketing communications are discussed. © 2023 Advertising Association.

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