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An Investigation Into Sound and Music in Branding: Premises and Practices of Production

An Investigation Into Sound and Music in Branding: Premises and Practices of Production

Cristiana Martins de Matos
Copyright: © 2024 |Pages: 26
ISBN13: 9798369307786|ISBN13 Softcover: 9798369345191|EISBN13: 9798369307793
DOI: 10.4018/979-8-3693-0778-6.ch005
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MLA

de Matos, Cristiana Martins. "An Investigation Into Sound and Music in Branding: Premises and Practices of Production." Building Strong Brands and Engaging Customers With Sound, edited by Minna-Maarit Jaskari, IGI Global, 2024, pp. 99-124. https://doi.org/10.4018/979-8-3693-0778-6.ch005

APA

de Matos, C. M. (2024). An Investigation Into Sound and Music in Branding: Premises and Practices of Production. In M. Jaskari (Ed.), Building Strong Brands and Engaging Customers With Sound (pp. 99-124). IGI Global. https://doi.org/10.4018/979-8-3693-0778-6.ch005

Chicago

de Matos, Cristiana Martins. "An Investigation Into Sound and Music in Branding: Premises and Practices of Production." In Building Strong Brands and Engaging Customers With Sound, edited by Minna-Maarit Jaskari, 99-124. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-0778-6.ch005

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Abstract

This chapter presents the production perspective of the sound branding and music branding agencies, the core mission being to investigate the notions of those who produce the sound and musical identity of brands, what is thought about the public, their reactions, and how this influences the development of projects. Given the scarcity of contributions on the perception of professionals and scholars regarding sound and music in branding, an exploratory qualitative approach was implemented. Six individualized semi-structured interviews were conducted with professionals from agencies specializing in the development of sound and music products for brands, three Brazilians and three Portuguese, and one interview with a neuroscientist and neuromarketing specialist. Therefore, about consistent with practical implications, producers of branded sound and music experiences and brand audiences can benefit from the results of this research.

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