Lydlogoers genkendelighed: Lydbranding i et musikalsk perspektiv

The Recognisability of Sound Logos: Sound Branding in a Musical Perspective

Bang, Kim

4. semester

Kommunikation, Kandidat

2011

2011-05-27

78

Branding er et komplekst felt, der ikke kun handler om visuelle udtryk. Dette speciale undersøger lydbranding—branding med lyd—og forbindelsen til brandgenkendelighed og brandidentitet. Fordi der findes begrænset teori om lydbranding, inddrager specialet semiotisk lydteori og udvikler et nyt arbejdsbegreb: DAF (Den Artikulationsreducerede Form). Her forenkles et lydlogo, så kun tre grundlæggende musikalske parametre er tilbage: tone, rytme og tempo. Tanken er, at hvis et lydlogo kan genkendes i denne minimalt artikulerede form, vil det sandsynligvis også kunne genkendes i andre versioner, der er tilpasset forskellige markeder, kulturer, segmenter eller kampagner. Det understøtter, at lydlogoer kan indgå i en Brand Identity Planning Model på linje med visuelle logoer. DAF blev brugt til at designe en empirisk undersøgelse af, hvad der driver genkendelse, med fokus på tone og rytme. For at isolere effekten af hver parameter blev DAF videreudviklet til DAF-t (tone) og DAF-r (rytme). Fem velkendte lydlogoer blev produceret i gradvist mere informative versioner, som 137 gymnasieelever lyttede til. Resultatet viser, at toner skaber en højere grad af genkendelse end rytmer. Samtidig var evnen til at koble lydlogoerne til de korrekte brands kun marginalt bedre for toner end for rytmer. En analyse af de anvendte lydlogoers musikalske karakteristika og undersøgelsens resultater danner grundlag for anbefalinger til, hvordan man kan optimere fremtidige lydlogoers genkendelighed.

Branding is a complex field that involves more than visual elements. This thesis examines sound branding—using sound to build a brand—and its connection to brand recognition and brand identity. Because theory on sound branding is limited, the thesis draws on semiotic theory of sound and introduces a new working concept: DAF (the Articulation-Reduced Form). In DAF, a sound logo is simplified so that only three basic musical parameters remain: tone (pitch), rhythm, and tempo. The idea is that if a sound logo is recognizable in this minimally articulated form, it will likely also be recognizable in other versions tailored to specific markets, cultures, segments, or campaigns. This supports integrating sound logos into a Brand Identity Planning Model, similar to visual logos. DAF was used to design an empirical study of what drives recognition, focusing on tone and rhythm. To isolate the effect of each parameter, DAF was refined into DAF-t (tone) and DAF-r (rhythm). Five well-known sound logos were produced in progressively more informative versions, which 137 high school students listened to. The results show that tones create a higher degree of recognition than rhythms. At the same time, the ability to link the sound logos to the correct brands was only marginally better for tones than for rhythms. An analysis of the musical characteristics of the sound logos and the study’s findings underpins recommendations for improving the recognizability of future sound logos.

[Dette resumé er genereret ved hjælp af AI]

sound ; music ; branding ; sound logo ; musik ; lyd ; lydbranding ; genkendelighed ; recognition ; recognisability ; lydlogo ; aaker ; van leeuwen ; lindstrøm ; toner ; tones ; notes ; rhythm ; rhythms ; rytme ; rytmer ; tone ; musikalsk ; musical ; brand ; brands

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