AUDITORY BRANDING Flashcards
CROSS-MODAL CORRESPONDENCE
systematic association between attributes in two different sensory modalities
Sound symbolism
systematic association between specific sounds (i.e. phoenemes) and particular attributes.
Front vowels
tongue is the highest in front of mouth i, e, a
back vowels
Tongue highest in back of mouth o, u
plosive consonants
stop + rapid expulsion t, p, k
continuants consonants
No stop l, n, s
Small, sharp, fast things:
front vowels, plosives
Big, round, slow things
back vowels, continuants
because:
- Small animals have high pitch vocalizations and fast movements, while larger animals are the opposite.
- Back vowels are lower in pitch
- Continuants take longer to pronounce than plosives.
marketing implications
if the communication of a product matches the features of a product, consumer perceptions are improved. mktg communications can emphasize or convey specific features implicitly.
+ brand name is easier to remember if it matches product’s features and it also increase its liking.
Brand elements
any symbol that identifies and represents the brand. firm’s most valuable assets, because:
Convey benefits
Evoke associations and aspirations
Establish similarity or differentiation
Signal brand’s positioning
Influence consumers’ perception
Affect consumers’ memory
auditory branding elements
name, slogan, jingles, sonic logos, product sounds (ex. Cars), ambient music
sound for branding can
can tell a story, improve brand attitudes, aide memory, improve customer experience, increase loyalty, affect customers’ pace in stores (making them walk faster or slower. Fast pace in supermarkets increase impulsive buying).
slogans
slogans with rhymes are perceived as truer, slogans with “we” included in the, increase liking
ambient music
the best type of music to play in a shop or restaurant is classical music, it also increases the sense of expensiveness. Has a slower beat which will make people walk slower or spend more time in the shop depends on the type of product you sell, how fast you want people to move (ex. Fast foods)
