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Audio branding : using sound to build your brand /
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Catalogue Information
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Autore
Minsky, Laurence
autore
Titolo
Audio branding : using sound to build your brand / Laurence Minsky, Colleen Fahey ; foreword by Dr. Philip Kotler. Libro
Edizione
First published
Pubblicazione
London : Kogan Page, 2017
Descrizione fisica
xvi, 211 pagine : illustrazioni ; 24 cm
Nota bibliografica
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Riassunto
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer? Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience--Quarta di copertina
Soggetto
Musica e marketing
Musica nella pubblicità
Pubblicità -- Aspetti psicologici
Altri Autori
Fahey, Colleen
autore
Kotler, Philip, 1931-
autore di prefazione
Nuova Numerazione
443680
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Subject References:
Musica e marketing
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Musica nella pubblicità
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Pubblicità -- Aspetti psicologici
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Authors:
Fahey, Colleen
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Kotler, Philip, 1931-
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Minsky, Laurence
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10664588
32-C-4342
Comunicazione sociale
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