Sounds of Branding

Despite its ubiquity and influence, sound branding remains insufficiently understood from a scholarly perspective. This fascinating book presents a cohesive and comprehensive introduction to the sonic dimension of branding. Nicolai Jørgensgaard Graakjær explores how and why branding sounds have the capacity to shape perceptions, emotions, and interactions with organizations and their offerings.Analyzing this pervasive aspect of contemporary auditory experience, the book investigates how branding sounds shape the affective contours of consumer culture. Graakjær utilizes qualitative text analysis to introduce a framework for studying brand sounds, as well as tools for examining sonic distinctiveness and generic sound profiles. Presenting a detailed evaluation of the structure, distribution, and significance of branding sounds for notable global organizations, the book critically assesses one of the most prevalent and significant forms of sound in our sonic environment.Timely and relevant, The Sounds of Branding is a crucial read for scholars and students of marketing, sound studies, musicology, media, and communications. Graakjær’s assessment of sonic branding in selected case studies will also be valuable for marketing and advertising professionals.