Audio Branding: Using Sound to Build Your Brand

Audio Branding offers the reader a thorough overview of the world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Containing fascinating insights into this burgeoning field of marketing, this text is extremely practical and underpinned by research supported by clearly explained real-world examples.Featuring a foreword by Dr Philip Kotler, and written by authors who have contributed directly to the development of the field, the text contains detailed case studies on companies such as Peugeot (a rule-breaking audio brand), Atlanta Convention and Tourism Bureau (an emerging audio brand), and Michelin (a global audio brand). Covering relevant issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding shows readers how audio branding extends to everything from the sounds made by an app, to music played in-store, to the noise a key makes when inserted into an ignition. Combined, all such elements allow a compelling audio language to develop and enhance brand identity.