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Theoretisches Fundament zur akustischen Gestaltung von Marken

In: Sound Branding

Author

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  • Paul Steiner

Abstract

Zusammenfassung Sound Branding, Audio Branding, Acoustic Branding oder Sonic Branding (Der Begriff „Sonic Branding“ wird u. a. von Fulberg (2003), Jackson (2003) und North/Hargreaves (2008) geprägt und dominiert vor allem in den englischsprachigen Ländern. North/Hargreaves (2008: 264) definieren Sonic Branding als „the attempt to use very short periods of music and other auditory cues to convey core brand values and prime brand recognition whenever customers come into contact with a company“.) sind Begriffe, die im Zusammenhang mit dem Einsatz von akustischen Reizen im Rahmen der Markenkommunikation synonym verwendet werden (Kilian (2009), S. 42; Spehr (2007), S. 32.). Sie beschreiben einen Vorgang, mit dem das Markenmanagement das zentrale Ziel verfolgt, eine profilierte und klar erkennbare markeneigene akustische Identität im Bewusstsein der Interessensgruppen zu verankern.

Suggested Citation

  • Paul Steiner, 2025. "Theoretisches Fundament zur akustischen Gestaltung von Marken," Springer Books, in: Sound Branding, edition 4, chapter 4, pages 85-132, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49592-3_4
    DOI: 10.1007/978-3-658-49592-3_4
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