Sonic Branding: A Consumer Oriented Literature Review - Management Assignment Help

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ABSTRACT

Because music holds a strong power over people, and its impact on consumers is relatively direct, it is invariably an interesting medium for marketers. Although Sonic Branding – branding with music and sound – has been seen as ‘the next big thing’ in branding toward consumers for about a decade, it is a scattered field still waiting for its breakthrough. Addressing this problem, the present consumer-oriented review of literature offers new insights on the consumer perspective’s role in Sonic Branding today, and provides implications for future marketing research and practice. The present article also suggests that there is need for using a common set of Sonic Branding concepts in order to unify the field. Further, the majority of businesses do not yet understand Sonic Branding as the uniquely consumer-oriented practice it has the potential to be. Understanding the way that consumers themselves use music is crucial to successful brand management in this area. However, for theorists and practitioners alike, the immediate challenge lies in developing those concepts and labels for Sonic Branding that will unite the field, and thereby increase its future impact. Journal of Brand Management (2015) 22, 20–37. doi:10.1057/bm.2015.5 Keywords: sonic branding; literature review; brand; consumers; music; sound The online version of this article is available Open Access

INTRODUCTION

In recent years, sonic branding has gained strategic importance for strong brands (Graakjaer and Jantzen, 2009). ‘Sonic branding’ means branding with sound, for instance, with music (Jackson, 2003). Music affects consumers instantly – and it can be a powerful marketing tool – notably because of its ability to invoke nostalgic memories and strong feelings related to these (for example, Fulberg, 2003; Jackson, 2003; Kilian, 2009). With technological development the use of music and sound in consumers’ lives has changed tremendously in the last two decades, and marketers have not yet adapted.

SONIC BRANDING: LABELS AND CONCEPTS USED

A wide range of industries are using sonic branding strategies. The origins of sonic branding involves a seminal concept used in the literature: ‘Atmospherics’. This is Kotler’s (1973) description of what is also known today as ‘marketing of the senses’ (Hultén et al, 2008; Krishna, 2013), where marketing with music is one of the marketing strategies explored. This way of investigating music as one of several parts of the in-store ‘atmosphere’, or as speaking to one of the senses, highlights music’s role as part of a larger experience in-store that requires other parts as well (colors, textures, light, smell, taste) to be successful. These are a few examples of companies with internationally renowned brands using sonic branding strategies extensively: Absolut, Clarion Hotels, Coca-Cola, Mitsubishi, Heineken, SAS airlines, Oriflame (Lusensky, 2010), Starbucks (Dominus, 2006), and Nike (Fulberg, 2003).

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