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SONIC BRANDINGSec B | Group 2
Disha Pandey
Mishyle
Saloni Sood
Snigdha Ramdorai
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+,- 'S SONIC
BRANDING
Ge##ing #he a##en#ion span o% consumers due #o #hemar$e#ing .noise/ has "ecome )ery di0cul#
Research sho&s #ha# 12 o% 34 )ie&ers pic$ up#heir phones &hen #he ad)er#ising "rea$ s#ar#s i5e5#hey don6# &a#ch anymore( "u# #hey s#ill lis#en
A)oidance o% ad)er#s has reduced #he in#erac#ionle)els o% consumer and "rands
Sonic "randing #riggers righ# emo#ions( &i#h #herigh# music you can "uild consumer con7dence andengage #hem
,elps #o sound coheren# a# all cus#omer #ouch
poin#s
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DI!!RN3 3-PS O!
SONIC BRANDING
Some "randsuse sonic
logos e5g5 8In#el
(Samsung
Some "rands use
a comple#e songe5g55 Coca Cola(I6m lo)in I#
Campaign "y McDonald9s
Some usee:is#ing pieces o%
music and adap#i# #o re;ec# #heirindi)idual needs
e5g5 8 Bri#ishAir&ays
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DI!!RN3 ADAP3A3IONS
O! SONIC BRANDSound is ashor# dis#inc#i)e melody or o#her se@uence o% sound(mos#ly posi#ioned a# #he "eginning or ending o% a
commercial
:panded Sonic
Orches#ra#ed %ull %orm sonic "rand=34 ad)er#ising>
Acous#ic )ersions %or inhouse use
Dance 4ersion ( used on special e)en#s in companies
Roc$ )ersion ( used in company sponsored e)en#s
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,O+ DOS AN AD4R3ISRAC'IR A SONIC BRANDING 3RIGGR
+or$ in #he
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SONIC BRANDING DOS
AND DON63S Do Don’t
Iden#i%y your "rand6s DNA Do no# %orge# #ha# impac#
&i#hou# meaning can "edis#rac#ing and coun#erproduc#i)e
Iden#i%y #he "rand6s #ouchpoin#s
DO no# choose a piece o%music #ha# has no connec#ion&i#h your "rand
Sound coheren# a# all #ouchpoin#s
Do no# repea# #he same music
Do no# con%use sonic"randing &i#h en#er#ainmen#
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RCN3 3RNDS Use of Intrinsic unconscious Sounds: Brands ha)e s#ar#ed using more unconscious sounds #o cogni#i)ely connec# #o #he cus#omer5
e5g 8 BM+ pa#en#ing #he sound o% i#s car door closing and ellogg pa#en#ing #he sound o% i#s crunchiness(more "rands ha)e s#ar#ed reali*ing #he impor#ance o% produc# sounds in crea#ing a "rand image %or #he produc#5 Death Of Jingles 3he EFFs &ere #imes &hen "rands used long Hingles &i#h lyrics )ery success%ully #o connec# #o audience5= Brandsli$e 4icco #urmeric( ,amara BaHaH>
In curren# #imes )ery %e& "rands choose #o use a "rand Hingle and are mo)ing #o&ards signa#ure #unes( sogose#c5Di0cul# #o #ransla#e Hingles in dieren# Indian
In Film Sound Placements:
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KAMP
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No$ia8
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S$ype8
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THA! "OU