Hearing, Remembering, and Branding: Guidelines For Creating Sonic Logos

Vijaykumar Krishnan, University of Cincinnati, USA
James J. Kellaris, University of Cincinnati, USA
Sonic Branding is the strategic use of sound to create an authentic auditory identity for the brand. Conventional applications of sound in branding are tactical and lean on classical conditioning theory by repetitive pairing sound and brand to create desired associations. In contrast, (we assert that) sonic branding leans on processing fluency theory and leverages sound as information in and of itself. Often such auditory information is nonverbal and nonlinguistic. Sonic logos are good examples illustrating this phenomenon.
[ to cite ]:
Vijaykumar Krishnan and James J. Kellaris (2010) ,"Hearing, Remembering, and Branding: Guidelines For Creating Sonic Logos", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 130-133 .