Audio Branding: An Exploratory study of Audio Branding as a Strategic Means to Strengthen Brand Identity

Martin Jensen Guy & Therese Sophie Lindegaard Hjorth

Student thesis: Master thesis

Abstract

This thesis is an exploratory contribution to the field of audio branding. The study reflects upon the phenomenon, audio branding, and how organisations can work strategically with the discipline to strengthen brand identity and does so by discussing a variety of theoretical perspectives, including branding, cognition and audio branding, as well as qualitative empirical data. The thesis is based on a qualitative research method, where in depth semi structured interviews were conducted, and the study thus draws on a theoretical/empirical research design to contribute to answering the research question.
The theory implies that audio branding is strongly related to general branding practices and that auditive brand assets can contribute to strengthening consumer’s emotional responses in different advertising situations, such as increased awareness, brand recognition and brand identity through cognitive processes. The empirical findings emphasise that audio branding and visual branding strategies are similar in terms of how to approach it, and underlines the importance of conducting analysis regarding internal and external brand elements, such as the market situation, market position, consumer perception and target audience and build the auditive element on that. Additionally, it is highlighted that auditive assets should always be made in order to fit the overall image and identity of the brand, and ultimately be used consistently to create a congruent identity. Moreover, a number of challenges associated with audio branding are identified and discussed, laying the foundation for the recommendations aimed at organisations.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages113