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.
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Kastner, S. (2013). Heimatklänge: The Conceptual Design of Branded Spaces by Means of Sonic Branding. In: Sonnenburg, S., Baker, L. (eds) Branded Spaces. Management – Culture – Interpretation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-01561-9_11
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DOI: https://doi.org/10.1007/978-3-658-01561-9_11
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