The Sound of Brands

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dc.contributor.author Nufer, Gerd
dc.contributor.author Moser, Horst
dc.date.accessioned 2018-12-06T14:32:54Z
dc.date.available 2018-12-06T14:32:54Z
dc.date.issued 2018-12-06
dc.identifier.isbn 1863-0316
dc.identifier.other 51491405X
dc.identifier.uri http://hdl.handle.net/10900/85264
dc.identifier.uri http://nbn-resolving.de/urn:nbn:de:bsz:21-dspace-852645 de_DE
dc.identifier.uri http://dx.doi.org/10.15496/publikation-26654
dc.description.abstract The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand. This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be beneficial for practitioners. The overall evaluation of the concept of audio branding contributes to the existing body of literature in branding. en
dc.language.iso en de_DE
dc.publisher Universität Tübingen de_DE
dc.rights ubt-podok de_DE
dc.rights.uri http://tobias-lib.uni-tuebingen.de/doku/lic_mit_pod.php?la=de de_DE
dc.rights.uri http://tobias-lib.uni-tuebingen.de/doku/lic_mit_pod.php?la=en en
dc.subject.classification Marketing , Management de_DE
dc.subject.ddc 330 de_DE
dc.subject.other Branding en
dc.subject.other Audio Branding en
dc.subject.other Markenmanagement de_DE
dc.subject.other Audio Branding de_DE
dc.title The Sound of Brands de_DE
dc.type PeriodicalPart de_DE
utue.publikation.fachbereich Sonstige/Externe de_DE
utue.publikation.fakultaet 9 Sonstige / Externe de_DE
utue.opus.portal rt-disk-mm de_DE
utue.publikation.reihenname Reutlinger Diskussionsbeiträge zu Marketing & Management de_DE
utue.publikation.zsausgabe 2019, 1 de_DE
utue.publikation.erstkatid 2658712-9

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