Sound Brand Research Articles

University Students’ Perception of Quality: A Case of Bangladesh

This paper explored the quality perception of university students of Bangladesh in terms of 57 quality dimensions. A total of 258 responses from both public and private universities with different demographics are considered using non-probability convenient sampling technique. The responses are found reliable and valid. The most important quality dimensions observed by the respondents are value for money, completeness, privacy, serviceability, performance, durability, accurate quantity, reliability, taste, sound, easy identification, and conformance. The very close to highly agreed attributes are quality certification, ease of use, responsiveness, timeliness, hygienic/cleanliness, accuracy, easy installation, competency, and accessibility and convenience. On the other hand, the least agreed quality dimensions as perceived by the respondents are appealing facilities, packaging/look, prestige, financial facilities, foreign good, advertisement, loyalty program, financially sound brand, CSR, celebrity endorsement. Of the 29 quality attributes of goods, the study identified good value, performance, serviceability, durability, reliability, sound, easy identification, conformance, taste, ease of use, easy set-up as the most important quality dimensions. Interestingly the students give less emphasis on natural and cognitive based quality attributes. On the other hand, of the 18 service quality attributes, the respondents found completeness, accuracy, cleanliness, timeliness, responsiveness, and accessibility & convenience as most important quality attributes. Further, of the ten quality constructs common to both service and manufacturing items the respondents identified privacy of information and quality certification as the most important. On the other extreme the least agreeable attributes are financially sound companies, CSR activity, and celebrity endorsement. Demography and ideography wise no significant difference is observed in the study.

The Influence of Brand Sound on Brand Recognition of Vietnamese Consumers

The appearance of sound in advertising messages will connect consumers with a brand more easily and effectively. Brand sound is the use of sound to enhance brand recognition for customers. There have been many businesses in the world using their own brand name to increase their brand recognition among customers. This article aims to determine the influence of brand sound on brand recognition in the Vietnam market through a survey of data including 352 samples. The analysis results show that there are three independent factors that have the greatest impact on brand recognition, including Harmony in the melody of the label, Music genre, and Emotion of the label. Based on the research results, the authors also make some suggestions to help businesses improve the efficiency of using brand names for their brand development campaigns.

Key Steps to a Sound Brand Strategy

The Membership Management ReportVolume 19, Issue 2 p. 8-8 Adding Member Value Key Steps to a Sound Brand Strategy First published: 05 January 2023 https://doi.org/10.1002/mmr.32078Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat No abstract is available for this article. Volume19, Issue2February 2023Pages 8-8 RelatedInformation

An Assessment of the Visual Appropriateness of Selected Brand Logos

This paper focuses on assessing the appropriateness of selected logos of popular brands. The paper enunciates the relevance of logos to the public perception of brands. Logos function as signifiers, denotative, point of contact and identifiers. The visual components of logos and the suggestive meanings of shapes which are the building blocks of the pictorial contents are articulated in this study. Thirty (30) logos of popular brands were purposively selected and subjected to the analysis of Eighty (80) people constituting thirty (30) formally trained practicing graphic designers, ten (10) experienced printers and forty (40) individuals who are familiar with the selected brands. The collated data were analyzed using the Statistical Package of Social Science (SPSS). Findings revealed that logos are visual seals that communicate brand promises to the targeted audience, viewers recall simple logos more easily and logos crammed with colours are not appealing. The study recommended that visual contents of logos should resonate balance, application colours in logos should be limited to two and logos design should be a product of a sound brand strategy.

A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory

A growing body of research testifies that humans naturally deduce certain images from auditory cues as they do from visual cues. In the context of branding, this paper bridges two streams of research to reveal how the interplay between the auditory and visual images embedded in brand identities influences consumer response. Study participants were exposed to brand logotypes whose brand name and typography either agree or disagree in the images they convey. The results revealed that audiovisual image congruence in brand identity leads to increased brand appeal and quality perception as well as memory. In addition, the effect of auditory images and that of visual images were found to equally influence associative mappings such that neither dominates the other. These findings provide an evidential ground to reason and further explore how business enterprises may effectively communicate their brand images through multisensory channels by providing guidance in the intuitive decision-making process involved in brand naming and visual identity development.

A Study on examining and understanding about cases of business models applying movie sound design

4차 산업의 변화에 따라 영화 산업의 사운드 디자인 제작 또한 변화 하고 있다. 음원을 조작, 변화 할 수 있는 컴퓨터 음악의 변화가 큰 이유이다. 서론은 영화 사운드 디자인 분야의 빠른 변화에 따라 다양한 산업에서 사운드 디자인을 활용하고 있는 비즈니스 산업의 필요성을 나타낸다. 본론은 영화의 캐릭터 중심의 사운드 디자인이 다양한 브랜드 사운드에 적용되는 사례와 그 브랜드의 기업 이미지와 아이덴티티 사운드를 만드는 사례를 살펴본다. 그리고 2000년대 초반 영화 리얼리티 사운드 디자인에서 발전하여 인간의 심리를 사로잡는 청각심상 사운드 디자인의 발전과 활용의 사례를 살펴본다. 그 외에 AI로 인한 음원의 유통과 제작, 새로운 차원의 사운드 디자인 공연의 비즈니스 모델 사례도 조사한다. 결론으로 영화에 국한된 사운드 디자인 방법이 브랜드 사운드 모델로 적용되고, 자동차 청각심상 사운드로 기획되고, 음원의 유통, 교육, 제작, 공연의 방식이 변화되고 있음을 다양한 사례를 통해 고찰한다.As the fourth industry changes, the sound design production in the movie industry changes. The change in computer music is the big reason as it may be manipulated and transformed. The introduction shows the need for a business industry applying sound design in various industries according to the rapid change in the field of movie sound design. The main contents include the cases of the character-centered sound design of a movie applied to various brand sounds and the cases of making the brand’s corporate image and identity sound. In addition, this study examines the development and application of auditory image sound design, that captures people’s minds which has developed since the early 2000s. Furthermore, this study investigates distribution and production of sound sources applying AI, and business model cases of a new level of sound design performance. In conclusion, this study considers various cases that sound design methods limited to a movie are applied as brand sound models, and planned as automobile auditory image sound, in addition to changes of the methods of distribution, education, production, and performance of sound sources.

AUDIO BRANDING BENEFITS AND ITS APPLICATION IN UKRAINE

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.

Research on the Relationship between Marketing Strategy and Brand Development of Apparel Companies Based on Data Mining Technology

The apparel industry is an important part of China’s economy and an important industry that drives the continuous improvement of national living standards. As the size of China’s internal market continues to expand, competition in the apparel industry has become increasingly fierce, making the development of apparel companies face huge challenges. For apparel companies, establishing a brand style that is unique and effective in attracting consumers, along with a sound brand marketing strategy, is a must for apparel companies to survive. This paper takes Company X, which is engaged in the apparel industry, as an example, and firstly analyses Company X’s brand marketing, then introduces data mining technology to analyse the relationship between Company X’s marketing strategy and brand development in view of the shortcomings of Company X’s brand marketing, and finally proposes a corresponding brand marketing strategy in order to provide a reference for the formulation of Company X’s brand marketing plan and promote the development of the apparel industry.

A sound brand name: The role of voiced consonants in pharmaceutical branding

Given the worldwide growth of the over-the-counter (OTC) drug market and the increase in the direct-to-consumer advertising of medicines, pharmaceutical branding has become an increasingly important component affecting the consumer’s beliefs about, and hence their responses towards, OTC medicines. The brand name is one of the most important external cues for brand evaluation and influences various aspects of consumer-brand association (e.g., perceived quality/efficacy, brand attitude, and brand image). Although sound symbolism, which refers to the non-arbitrary association that exists between particular sound sequences and specific meanings in speech, has proven to be an effective means of creating successful brand names in a wide range of products, surprisingly little attention has been paid to its application in the case of pharmaceutical branding. In this study, we systematically investigated whether and how consonants in drug brand names influence consumers’ medicine expectancies (e.g., medicinal power, long-lasting efficacy). Across three experiments, a robust effect of voiced (vs. voiceless) consonants present in brand names on the perceived potency and activity for target medicines was found. In addition, the results also revealed that voiced (vs. voiceless) consonants increase the expectancies of medicine effectiveness, duration of medicine activity, price, and potential side effects. Furthermore, we found that the perceived potency and activity for brand names significantly mediated the effect of voiced consonants. Taken together, these findings enhance our understanding of the role of consonant sound symbolism in brand name development and can potentially help pharmaceutical firms to create appropriate brand names that can effectively communicate information concerning a medicine’s properties.

The brand language brief: A pillar of sound brand strategy

When carefully planned, language can be a strategic tool for managing a brand’s communication to target customers and for building brand equity. This paper explains how and why managers should conduct a brand language audit — a comprehensive inventory of the many and varied linguistic devices used by brands in the category — and then use the findings from the audit to develop a brand language brief. The brand language brief is like a blueprint for crafting a distinctive language for a brand. It ensures that a brand’s language aligns with a brand’s overall communications strategy; it guides development of the language that will be deployed throughout all of the brand’s marketing initiatives, including brand naming, claims, advertising, packaging, sales promotion, and even face-to-face and online interaction at the point of purchase. The authors argue that a strong brand language brief will help bring attention to a brand’s message, enhance message comprehension and memory, convey the desired brand personality and contribute to the formation of sustainable relationships with consumers. A brand language strategy will be a driving factor in a brand’s marketplace success.

The interplay of brand sound meaning and brand origin on new high-tech product evaluation

This study explores the effects of brand sound meaning and brand origin on attitude toward really new high-tech products. Employing theoretical underpinnings from processing fluency theory, this study demonstrates that brand sound meaning and brand origin independently and jointly affect new product evaluations. Individual consumer differences (e.g. technological sophistication and perceived newness) also affect the brand sound meaning and brand origin effect on new product evaluation. Results from the experiments conducted demonstrate that (1) brand sound meaning matters more to the consumers who feel a lower perceived newness level in relation to the new products than to consumers who feel a higher perceived newness level, (2) brand origin effect is more pronounced if the consumers are technologically more sophisticated, and (3) brand sound meaning and brand origin interact at different perceived newness levels to determine the attitude toward the product such that at low perceived newness levels, brand sound meaning matters more for developed country brand origin.

Brandscapes: contrasting corporate-generated versus consumer-generated media in the creation of brand meaning

Purpose – The purpose of this paper is to add to the growing literature addressing whether, and to what extent, brand meaning is determined by corporate and consumer-generated processes. To do this, the authors compared the expression of brand meaning across three key sources i.e. first, brand strategy (i.e. traditional marketing mix); second, corporate-generated media (i.e. web site); and third, consumer-generated media (Facebook). Design/methodology/approach – To address the research question of this study, the authors conducted an in-depth investigation into consumer co-creation experiences in the context of Facebook brand communities. The authors then interpreted the findings in relation to the brand strategy (i.e. marketing mix) and brand meaning expressed via corporate-generated online media (i.e. corporate web site). The authors achieved this by applying a narrative discourse analysis to textual data. To effectively handle the high quantity of textual data spawned via consumer-generated media (i.e. Facebook), the authors used a computer-assisted content analysis application (i.e. Leximancer). Findings – In the analyses the authors found that brand expressions varied considerably across the chosen retail brands, but in all cases strong integration and alignment were present between the corporate and consumer-generated media. Specifically, the authors found that Facebook interactions echoed the brand meanings espoused on the corporate web sites. The findings indicate that online marketers can define the nature of brand co-creation, especially in the context of Facebook interactions. Practical implications – For marketers who are eager to take advantage of Web 2.0 to build their brand, the findings of this research are highly significant. The authors showed that the brands developed their own interaction profiles, which allowed them to align the Facebook content with their core brand values. The results indicate that sound brand governance is articulated through the effective management of social media touchpoints by providing interactive, content rich, and relevant Facebook sites that echo core brand values. Originality/value – Even though businesses have now started to penetrate the online social networks and offer direct links from corporate web sites to social networking sites like Facebook and Twitter, little is known regarding the relationship between social media and traditional media in brand building. This research addresses this gap by undertaking an exploratory study of Facebook brand communities with implications for brand co-creation and brand governance.

A case study of customer capital management in Taiwan's financial industry

The proper management of customer capital has become one of the most important topics in the field of management nowadays. From studying three successful companies in Taiwan's financial industry, we find that the development of customer capital requires knowledge management and the development of clients' trust in the firms. In addition, by the proper utilisation of the company's internal and external networks and the enhancement of its human capital and Information Technology (IT) capital, a company can increase its customer capital. Finally, companies can effectively manage and grow their customer capital through the strengthening of their basic marketing abilities and sound brand management. The priority of the aforementioned factors would be contingent on the nature of business and the stages of market development.

Sound quality evaluation in passenger cars based on a two-dimensional booming and rumbling sound index

In automotive engineering, the production sound quality is a very important design requirement. Especially, the brand sound is an important strategic advantage for a car company. For the design of brand sound, the selection of a descriptive word for a car sound is one of major emphases in automotive sound quality research. Among many descriptive words for a car sound, recently both powerfulness and refinement have been widely used for the design of brand sound. In this paper, instead of such general words about production sound quality, a subjective evaluation for booming and rumbling sounds, which are professional words used by NVH engineers in automotive technology, is adopted. In a car's developmental stage in most car companies, trained NVH engineers evaluate the booming and rumbling sounds subjectively. Sound indices, which are objective evaluations for booming and rumbling sounds, are developed in the paper. These indices are used for the objective evaluation of sound quality for 16 passenger cars, which are samples of well-known cars in the world. The results of objective evaluation are expressed in the two-dimensional sound indices. One is boom sound and the other is rumbling sound. The brand sounds of well-known cars in the world are very well represented in two-dimensional indices. In this paper, a production car is modified by using these two-dimensional indices and its sound quality is improved. In the future, the two-dimensional sound indices will be very useful for the development of a brand sound.

New development of two-dimensional sound index for the design of brand sound in the passenger cars

In automotive engineering, the production sound quality becomes an important design requirement. Especially, the brand sound is one of important advantage strategy in a car company. In the paper, the subjective evaluation for booming sound and rumbling sound, which are professional words used by NVH engineers in automotive technology, are adopted as the descriptive word for a car sound. In the stage of development of a car, the trained NVH engineers evaluate the booming sound and rumbling sound subjectively in car companies. The two sound indexes, which are objective evaluation for booming sound and rumbling sound, are developed in the paper. These indexes are used for the objective evaluation of sound quality for 14 passenger cars, which are samples of famous cars in the world. The results of objective evaluation are expressed in the two-dimensional sound indexes. The brand sounds of famous cars in the world are very well represented in two-dimensional indexes. In the paper, a production car is modified using theses two-dimensional indexes and its sound quality is improved. In future, the two-dimensional sound indexes are very useful for the development of brand sound. [Work supported by BK21 projects and partly supported by Hyundai Motor in Korea.]