Abstract
Developing the value of a brand requires a long-term communication strategy that builds and hones a unique brand personality. Whereas visual forms of expression have captured a great deal of attention in this context, sound was neglected for a long time. Only recently have sounds, music and voice attracted greater interest. Of all our senses, hearing is the one that we are least conscious of in our daily lives, and it is for this reason that the auditory dimension of strategic brand management has previously been overlooked. There is huge difference between our conscious perception of sound and its true significance. But what special impact can sound branding have, and what benefits does the auditory realm have for brand identity?
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© 2008 Springer-Verlag Berlin Heidelberg
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Westermann, CF. (2008). Sound Branding and Corporate Voice – Strategic Brand Management Using Sound. In: Usability of Speech Dialog Systems. Signals and Commmunication Technologies. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-78343-5_7
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DOI: https://doi.org/10.1007/978-3-540-78343-5_7
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-78342-8
Online ISBN: 978-3-540-78343-5
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