Using Soundscape to Design Branded Environments

Introduction

The soundscape identifies the acoustic environment or the combination of sounds present in a particular place or space that characterize sound perception (Puyana-Romero et al., 2019). It includes natural sounds produced by the environment, such as wind, water, birdsong, or rustling leaves, as well as human-generated sounds, such as traffic, voices, or music. The concept of soundscape suggests an assessment of the quality and character of the sounds that surround us (Brown, 2012). It underscores the idea that sound is not just background noise but plays a crucial role in our perception and experience of a place. In urban planning, soundscape analysis is used to evaluate and improve the acoustic environment of public spaces to improve the overall quality of life (Puyana-Romero et al., 2016). With the advancement of technology, virtual and augmented reality platforms have also explored the creation of realistic and interactive soundscapes to further enhance user immersion and experience (Ciaburro et al., 2021). Overall, soundscape is a term used to describe the aural characteristics and atmosphere of a particular location or the intentional design and manipulation of sound in various applications (Axelsson et al., 2010).

The concept of Brandscape refers to the collection of brands present in a specific market or market segment, and it is widely acknowledged as a cultural phenomenon. In the realm of consumer research literature, this term is frequently employed to depict the way consumers derive personal significance from brands (Klingmann, 2010). Beyond the physical attributes of a brand, the notion of Brandscape encompasses its broader socio-cultural impact. This perspective is further elaborated upon through the term Brandscape, which pertains to the transfer and transformation of brand and brand identity as perceived by consumers (Gilstrap et al., 2021). This transformation, in turn, exerts an influence on individual and societal perspectives, making it a focal point of this concept. A Brandscape can be interpreted as a cultural network of service environments, interlinked, and structured by discursive, symbolic, and competitive relationships with a dominant, market-leading experiential brand. This Brandscape not only organizes a market within the experience economy but also serves as a space that can be interpreted and experienced in various ways that shape identity (Thompson et al., 2004).

The sensory experience in a store is crucial for the sale of a product, as it can arouse emotions and emotional connections in customers. A welcoming, stimulating, or relaxing environment can generate a sense of well-being and make customers more likely to stay in the store, explore the products and shop. A unique and distinctive atmosphere can help the store stand out from the competition (Strang, 2005). Creating a unique experience can grab customers' attention and make them more likely to choose that store over others. The atmosphere of a store is a powerful tool for communicating a brand's personality and values. An environment consistent with your brand identity can create a deeper emotional connection with customers and positively influence their perception of your brand (Korsmeyer et al., 2011). A warm and inviting atmosphere can make customers feel comfortable in the store. Courteous and helpful staff, pleasant background music and a warm and comfortable atmosphere can increase customer confidence and positively influence their propensity to purchase. The store atmosphere can influence the buying behavior of customers. For example, relaxing music can encourage a longer dwell time, while a well-crafted product presentation can encourage impulsive buying. A unique and immersive atmosphere can create a memorable customer experience. Positive and memorable experiences motivate customers to return to your store in the future and recommend it to friends and family, thus generating a positive effect on long-term sales (Wörfel et al., 2022).