ABSTRACT
Audio branding is the strategic use of sound resources to raise attention, communicate values of a brand, and foster the brand recall in the different touchpoints. The objective of this chapter is to explore how to use the different sound elements to build a solid audio branding strategy, with the goal of conveying the values of a brand, attracting the consumers’ attention, and improving the brand’s recall. In the chapter, we will analyze the different elements – voice, music, sound effects, and sound logos – to know how they have to be combined in a powerful audio design. Therefore, we will propose an effective audio design to catch the listener’s attention and to improve the brand’s recall based on international research about the topic and using examples from different countries.
