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Marketingkommunikation Mit Acoustic Branding: Planung, Einsatz Und Wirkung Von Stimme, Ton Und Klang Für Die Corporate Identity
Paperback
Series: Essentials
ISBN13: 9783658299880
Publisher: Springer Gabler
Published: May 7 2020
Pages: 58
Weight: 0.21
Height: 0.15 Width: 5.83 Depth: 8.27
Language: German
In der multisensuellen Kommunikation der Corporate Identity kommt der akustischen Markenführung bei der Positionierung von Unternehmen, Marken und Produkten im wachsenden Kampf um die Aufmerksamkeit von Konsumenten zunehmende Bedeutung zu. Mit Background-Musik am Point-of-Sale oder in der Gastronomie, Sound Logos, Jingles und Sound Icons in der TV- und Radiowerbung sowie Chat-Bots und Smart Speaker Skills im eCommerce profilieren und emotionalisieren Unternehmen ihre Marke nicht nur visuell, sondern auch akustisch. Kompakt und grundsätzlich stellt dieses essential vor dem Hintergrund von identitätsbasierter Markenführung und integrierter Marketingkommunikation die Ziele, Charakteristika und Wirkungen von Acoustic Branding, Audio Branding oder Sonic Branding dar.
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