Audiobranding: um estudo sobre a lembrança de marca a partir da assinatura sonora

Abstract

This work entitled "Audiobranding: a study on brand recall from the sound signature" has as general focus to analyze the consumer auditory sensory perception. It has as specific objectives to understand the role of sensorial marketing with emphasis on sound as a signature and its contribution to the recognition of brands from a memory. These memories are raised and measured through spontaneous, stimulated and provocative associations. An exploratory applied research was adopted, using an experimental method based on the exposition of sound signatures of successful cases for the respondents of the questionnaire. The documentary research was based on references in sensorial marketing, focusing on auditory perception. The results obtained were the identification of the direct relationship between consumer behavior and sound signature, as well as the impact of the connection of memories with the brand and the influence of strategies focused on music, universal language.