Sound branding: a construção sonora do conceito de marca

Abstract

Brands have the task to identifying the products and services of a company or group of companies and to distinguish them from the competition through symbols, names, terms, etc., establishing a warm relationship with the consumer. Because of this, the brand identity must include features that differentiate in the business, characteristics that encourages consumer memory. According to these propositions this research presents the concept of sound branding: how to turn the brand concept in sound. The term branding is related to the set of techniques and practices used to build and strengthen the brand, from the consumer experiences. The strategy has been increasingly used by companies to establish their brands in the minds of even more customers. An example of such companies is Coca-Cola that invests in its soundtrack, which is so striking that transforms sounds into the brand. Recognizing the excellent work done by this brand, this study aims to reflect on the transformations of the brand concept in musicianship, giving this new strategy brand identity, analyzing and understanding the sound as a language, fixing on the campaign “Open Happiness” Coca–Cola.