Heimatklänge
the conceptual design of branded spaces by means of sonic branding
pp. 167-177
Abstract
"If you don't have anything to say, sing it." David Ogilvy (Ogilvy 2007: 111)I would like to begin with this quotation of the famous advertising expert and copywriter David Ogilvy to draw the readers´ attention to an aspect of branded spaces we normally perceive unconsciously. But sounds do have an immense impact on our perception and evaluation of brands, be it in a positive or in a negative way. What does sonic branding mean? Sonic branding is the design of a brand identity by means of sound. As a part of the corporate design, sonic branding provides a brand with characteristic and distinctive sounds.
Publication details
Published in:
Sonnenburg Stephan, Baker Laura (2013) Branded spaces: experience enactments and entanglements. Dordrecht, Springer.
Pages: 167-177
DOI: 10.1007/978-3-658-01561-9_11
Full citation:
Kastner Sonja (2013) „Heimatklänge: the conceptual design of branded spaces by means of sonic branding“, In: S. Sonnenburg & L. Baker (eds.), Branded spaces, Dordrecht, Springer, 167–177.