Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Montserrat Vidal-Mestre; Alfonso Freire-Sánchez; Diego Calderón-Garrido; Adrien Faure-Carvallo; Josep Gustems-Carnicer

doi:10.3145/epi.2022.sep.04

Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Montserrat Vidal-Mestre^*, Alfonso Freire-Sánchez, Diego Calderón-Garrido, Adrien Faure-Carvallo, Josep Gustems-Carnicer

^*Autor corresponent d’aquest treball

Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual

Producció científica: Contribució a revista › Article › Recerca › Avaluat per experts

5 Cites (Scopus)

Resum

La creación y gestión de marcas ha experimentado un cambio sustancial en los últimos años derivado de las nuevas es-trategias de comunicación, la adaptación al paradigma digital transmedia y a la interacción con los consumidores. El uso de la identidad sonora como una variable más en su arquitectura y su inclusión en los distintos puntos de contacto para con sus consumidores ha generado un creciente interés en el branding sonoro. Este artículo responde a la necesidad de establecer una base conceptual y estado de la cuestión, para poder avanzar en el estudio profundo de la disciplina, a través de una revisión sistemática de la bibliografía. Esta se realizó en las bases de datos Web of Science para el periodo 2011-2020. Tras la depuración inicial, se analizaron 36 artículos, los cuales fueron distribuidos en cuatro ámbitos de pertenencia: la fonética en los nombres de marca, la publicidad audiovisual y la marca, la marca local de ciudad o país y la marca política.

Títol traduït de la contribució	Identidad sonora en la creación de marca y su estrategia de comunicación: revisión sistemática de la bibliografía del branding sonoro
Idioma original	Anglès
Número d’article	e310504
Revista	Profesional de la Informacion
Volum	31
Número	5
DOIs	https://doi.org/10.3145/epi.2022.sep.04
Estat de la publicació	Publicada - 2022

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10.3145/epi.2022.sep.04Llicència: Creative Commons Reconeixement

http://hdl.handle.net/20.500.12328/3960Llicència: Creative Commons Reconeixement

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abstract = "Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011–2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.",

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AU - Calderón-Garrido, Diego

AU - Faure-Carvallo, Adrien

AU - Gustems-Carnicer, Josep

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Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

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