Abstract
The article reflects the main theoretical aspects of audio branding as part of audio marketing. The analysis was carried out using ScopusTools and electronic resources research tools. The research analyzed related to different fields of application of the tool, mainly: influence on increase of profitability of investments, introduction of brands in modern practice with the help of audio logos, studying prospects of development of the chosen direction. The work describes the main stages of research prior to the formation of sound identity, in particular, the collection of data by marketers before the formation of the brand's audio DNA. The constituent parts of the sound brand, which are included in the audio brand book, are also highlighted: sound identity, audio DNA, audiologo, jingles, background music, corporate anthem and arrangement, and the areas of their application are indicated. An important part was to highlight the benefits of audio branding directly, taking into account examples of the results of implementation in the activities of various campaigns and its effectiveness in terms of the research conducted. It is necessary to take into account the licensing rules and constantly measure performance indicators, define metrics for each company in order not to get the opposite effect. Thus, the main ways of measuring the effectiveness of the sensor marketing tool and possible ways of licensing an audio product were added. Despite the limited budget for financing such marketing campaigns of most Ukrainian enterprises, the country already has huge potential to develop sound branding. That is why the authoritative audio agencies leading successful cooperation with both domestic and foreign customers are actively developing in Ukraine. Most large companies realize the benefits of adding sound elements to the brand. Successful domestic projects in this area confirm the effectiveness of such activities. As a result, the successful example of introduction of audio branding to the Mastercard brand in Ukraine was analyzed and prospects of application of this activity for Ukrainian brands were proved.
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