Forming soundmarks : a critical evaluation of the sonic brand within the contemporary mediascape

• Main Author: Roles, Joy
• Published: University of East London 2010
• Subjects: 658.8
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.533014

This thesis theorizes how sonic branding functions within the contemporary mediascape through relations between mind/body, emotion/feeling and sound/music. Sonic branding is important to the extent to which it is able to capture consumer attention, through a sonic stimulus that articulates a brand feeling. The soundmark concept is the novel and distinctive contribution of the thesis, which refers to the stimulation of a mind/body mark, when the appropriate sonic form is heard. Taking the view of an advertising/branding analyst, the method is to apply the soundmark to the sonic brand to illustrate how sonic brands gain attention and guide consumers through the mediascape. The soundmark evolves from the principle of Neuroscientist Antonio Damasio's somatic marker. The interdisciplinary approach interweaves numerous sonic brand/soundmark examples to illustrate key concepts. The primary example is the British Airways sonic brand and secondary examples include: Müller, Youngs, Lloyds TSB, Direct Line, Danone, Nokia, Intel, T-Mobile and Mazda. The argument is that sonic branding is a fundamental media object in the ubiquitous media environment, guiding consumers via the brand feeling. This thesis claims that sonic brand soundmarks become centres infused with feeling/emotion and experience, and represent the consumer-brand relationship. It is stated that multi-sensory brand experiences are becoming fundamental within consumer culture, with some branding existing as merely one component of a multi-faceted brand object/assemblage. The project extends the scope of the relatively limited research carried out on sonic branding. It also provides, through the soundmark, a significant concept that can be applied not only to sonic branding but to various sonic events/experiences. The thesis concludes that soundmarks for all sonic stimuli are essential mind/body formations that personalize the soundscape. Soundmarks providing vital sonic attachments are integral for sifting through the mediascape of today and the future sonic environment.