Audio Branding: the impact of sound identity on brand recognition

Abstract

The growing need for multisensory communication strategies has underscored the importance of audio in the context of branding, particularly in a world saturated with visual stimuli. In this article, I critically analyze the role of Audio Branding in brand recognition, examining how auditory elements influence consumers’ perception of and relationship with a brand. Based on the data collected, the results indicate that sound identity contributes significantly to memorability, the creation of emotional bonds, and brand identification, even in the absence of visual context. Therefore, I conclude by emphasizing the need for brands to integrate an audio-based differentiation strategy.