Audio-Branding: Akustische Markenkommunikation als Strategie der Markenführung (German Edition)

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  4. Sound trademark

A sound logo or audio logo or sonic logo is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. It can be seen as the acoustic equivalent of a visual logo. Often a combination of both types of logo is used to enforce the recognition of a brand.

The sound logo leads to learning effects on consumer's perception of a certain product. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. However, some brands realise the importance the sound their brand can make and attempt to capitalize on its own uniqueness. A good example here is motorcycle brand Harley Davidson, which, in , filed a sound trademark application for its distinctive V-twin engine sound. It realised that if it could capture its own sound, it could distinguish the brand at every point of customer interaction.

Radio and television stations create their own audio identities using a melodic themes to strengthen their brand. In recent years, television station idents have also introduced their own audio identities to strengthen their brand recognitions.

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Sound branding encompasses many other tactics intended to convey organizational or product identity who an organization is and what it stands for ; enhance consumers' experience of a product or service; or extend an organization's relationship with its audience. Seller Inventory More information about this seller Contact this seller 1. Nachdruck des Originals von More information about this seller Contact this seller 2.

Published by Gabler Verlag Okt About this Item: Gabler Verlag Okt , More information about this seller Contact this seller 3. Published by Epubli Jan About this Item: Epubli Jan , Sein Schwerpunkt liegt im Genre Fantasy.

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More information about this seller Contact this seller 4. More information about this seller Contact this seller 5. More information about this seller Contact this seller 6. This item is printed on demand - Print on Demand Neuware - Clostridium thermocellum achieves efficient cellulose degradation using multiprotein extracellular enzymatic complexes, termed cellulosomes. In this study an artificial cellulosome based on the modular structure of the Clostridium-cellulosome was developed which exhibits at least the degradation level of the native cellulosome.

In this systme, hydrolytic cellulases from a C. Thus, a highly active renewable system could be developed, that is able to compete with the commercially available cellulase preparations. More information about this seller Contact this seller 7. Published by Hansebooks Apr About this Item: Hansebooks Apr , Der Schwerpunkt des Verlages liegt auf dem Erhalt historischer Literatur. More information about this seller Contact this seller 8.

Published by Saxoniabuch. De Mrz About this Item: Saxoniabuch. De Mrz , Illustriert mit ca. Nachdruck der Originalauflage von More information about this seller Contact this seller 9. Published by Fachbuchverlag Dresden Feb About this Item: Fachbuchverlag Dresden Feb , More information about this seller Contact this seller About this Item: Hansebooks. Plinke W. Heidelberg Germany: Springer. Beckerman J. Bertoni A. Funktion der Musik in der Werbung. Scheuermann Eds. Handbuch der Musikwirtschaft pp. Bode M. Making sense of music in advertising research.

Jantzen Eds. Bronner K. Grundlagen des Audio-Branding. Bronner Ed. Baden-Baden Germany: Nomos. Bruner G. Music Mood and Marketing. Journal of Marketing Vol. Brown S. Volgsten Eds.


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Esch F. Roth S.

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Wirkungen akustischer Reize in der Markenkommunikation. Bruhn F. Langner Eds. Wiesbaden Germany: Springer. Music for shopping. Arbeitspapier zur Schriftenreihe Schwerpunkt Marketing. Norderstedt Germany: Books on Demand. Hegner S. Kusse D. H Watch it! Verlegh H.

Eisend Eds. Advances in Advertising Research Vol. Hofmann B. Volles Ohr! Mueller Eds. Louven C.

Sound trademark

Die Konstruktion von Musik: theoretische und experimentelle Studien zu den Prinzipien der musikalischen Kognition. Systemische Musikwissenschaft. Frankfurt Germany: Peter Lang. Mahoney L. Chichester United Kingdom: Wiley.