Musikkens kommercielle v?rdi
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This document discusses sound logos (audio branding) and their commercial value through unique brand experiences. It covers sound logos as musical elements and brand elements. Research on sound logos is proposed using association network theory to study how sound logos create meaning and brand personality dimensions to evaluate how sound logos influence brand image. References are provided on topics like audio branding development and effects, semantic processing of associations, and cross-modal studies of fit between sound logos and brands.
Musikkens kommercielle v?rdi
- 1. LYDENS KOMMERCIELLE V?RDI GENNEM UNIKKE BRAND OPLEVELSER
- 2. http://www.cko.dk/gruppe/exploring-sound-logos Sonic Minds @JulieWinther | www.juliewinther.blogspot.com
- 5. LYDBRANDING ER EN VIRKSOMHEDS: Bevidsthed om .. Strategi for ... Implementering af .. @JulieWinther | www.juliewinther.blogspot.com
- 6. LYDLOGOET Lydlogo er: En kort lydsekvens (typisk uden sang), der bruges til at repr?sentere et brand Typisk p? 3-6 toner, men kan ogs? best? alene af optagede lyde, lydeffekter mv. Lydlogo som musik: B?de virksomheder og forskere er bundet af en diskussion baseret p? musiske termer s?som genre, (personlige) musik pr?ferencer, komposition, tempo, mv. Lydlogo som brand element: Vi kan diskutere lydlogoet i et markedsf?rings- og brandingperspektiv. Mulighed for at sammenstille lydlogoet med andre brand elementer og evt. se p? interaktionen herimellem. Bruge velkendte brand element success kriterier, som har v?ret studeret gennem mange ?r b?de praktisk og teoretisk. @JulieWinther | www.juliewinther.blogspot.com
- 7. FORSKNING I LYDLOGOER M?lev?rkt?jer: 1. Lydlogoers associationer og hvordan deres ￣profil￣ ser Association network theory ud (Collins & Loftus, 1975) ? Hvordan danner lydlogoer mening? Brand Personality Dimensions (J.Aaker, 1997) Brand Element Success Criteria Keller (2008) 1. Lydlogoers p?virkning p? Core Affect brand image (Russell 1980) ? Hvordan vurderes lydlogo, og visuelt logo p? Brand Personalities skalerne? @JulieWinther | www.juliewinther.blogspot.com
- 8. LYDENS Association network theory (Collins & Loftus, 1975) ASSOCIATIONER @JulieWinther | www.juliewinther.blogspot.com
- 9. AUDIO BRAND Brand Personality Dimensions (J.Aaker, 1997) PERSONALITY @JulieWinther | www.juliewinther.blogspot.com
- 13. REFERENCER ? Aaker, Jennifer L. (1997): Dimensions of Brand Personality. Journal of Marketing Research, vol. 34/3 August, p.347-356 ? Balmer, John (2001): Corporate Identity, corporate branding and corporate marketing; Seeing through the fog. European Journal of Marketing, vol.35/3/4, p.248-291 ? Bronner, Kai & Hirt, Rainer (Hrsg.) (2007): Audio-Branding: Entwicklung, Anwendung, Wirkung akustischer Identit?ten in Werbung, Medien und Gesellschaft. Verlag Reinhard Fischer ? Collins, Allan M & Loftus, Elisabeth F (1975): A Spreading-Activation Theory of Semantic Processing. Psychological Review, vol.82/6, p.407-428 ? Keller, Kevin L. (2008): Strategic brand management. Building, Measuring, and Managing Brand Equity. Pearson International Edition, 3rd ed ? Ramsgaard, Jesper, Winther, Julie, Beckmann, Suzanne, Le Ray, Guillaume (in press): Free association profiling on sound logos C an exploratory study. ? Russell, James (1980): A Circumplex Model of Affect. Journal of Personality and Social Psychology. vol.39/6, p.1161-1178 ? Jonas, Morten Sune: Tak Rock. DDB, Royal Unibrew A/S. Reklamen til eksamen 10, DRRB Advertising Effectiveness Award 2011. Rosendahls, Schultz Grafisk a/s 2011 ? The Norwegian Broadcasting Boys Choir Sponsorship: Merry Paycheck . Try Reklambyr?, DNB Bank. http://adsoftheworld.com/media/ambient/dnb_bank_the_norwegian_broadcasting_boys_choir_sponsors hip_merry_paycheck ? Winther, Julie: Sound brand fit; a cross-modal study of the perception of fit between sound logo and brand. Department of Marketing, Copenhagen Business School @JulieWinther | www.juliewinther.blogspot.com