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Ljudidentitet: Är även ett ljud värt tusen ord?
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study brings forward the field of non-musical sound branding, concerning the use of sound in practical marketing and brand development. This interpretive, qualitative study has been conducted with the purpose of examining and explaining what aspects within non-musical sound branding that advocates and inhibits its use, ase well as exhibit how it can be created and developed. Interview data from advertising agencies and sound producers with extensive experience and knowledge in the field, is interpreted and analysed through theories within the fields of sensory marketing, brand theory, sound theory and non-musical sound branding. The results confirm that the intimate, subliminal qualities of sound, as well as the context in which it is mediated, are fundamental parameters for its reception and interpretation. The results also show that non-musical sound branding possess a number of aspects that both advocates and inhibits its use. The study also exhibit how it can be created and developed in regard to a number of fundamental and contributing perspectives.

Place, publisher, year, edition, pages
2019. , p. 99
Keywords [en]
Non-musical sound branding, Sound branding, Audio branding, Sonic branding, Atmospherics, Sound identity, Sound profile
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-38490OAI: oai:DiVA.org:sh-38490DiVA, id: diva2:1331513
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2019-06-27 Created: 2019-06-26 Last updated: 2019-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf