Branded Spaces pp 167-177 | Cite as

Heimatklänge: The Conceptual Design of Branded Spaces by Means of Sonic Branding

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Part of the Management – Culture – Interpretation book series (MCI)

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.

Keywords

Product Sound Brand Manager Human Voice Sound Study Ambient Sound 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Berlin University of the ArtsBerlinGermany

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