Universitat Internacional de Catalunya

Audio Branding

Audio Branding
3
16352
4
First semester
OB
Main language of instruction: Catalan

Other languages of instruction: English, Spanish,

Introduction

The Audio Branding course introduces students to the creation of brand identities through sound and music as fundamental elements of communication. It examines the role of sound as a key component of brand identity within multisensory environments, exploring its ability to generate recognition, evoke emotions and create differentiation in advertising, digital and experiential contexts. The course combines branding theory with creative workshops on sound design applied to communication, advertising and brand experience.

Pre-course requirements

No. 

Objectives

  • To understand the role of sound and music in brand building.
  • To analyse sound identity strategies used by contemporary brands.
  • To analyse real-world examples of sonic brand identity.
  • To design basic sonic identity proposals.
  • To present and defend a sonic identity proposal.

Competences/Learning outcomes of the degree programme

  • CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
  • CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
  • CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
  • CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
  • CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
  • CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
  • CP10 - Create graphic and visual elements by applying principles of design and visual communication to advertising and public relations campaigns.
  • HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
  • HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
  • HB09 - Critically examine information derived from advertising and public relations messages across a range of media formats and platforms in order to assess their market viability.
  • HB12 - Use specialised English terminology in advertising and public relations.

Learning outcomes of the subject

Students will be able to:

  1. To recognise photographic aesthetics and their expression through persuasive resources applicable to advertising.

  2. To understand the relationships involved in sales processes, from the business idea to the distribution and promotion of products and services.

  3. To master verbal communication to create advertising messages aimed at different audiences and adapted to various media.

  4. To define the main concepts and settings in which advertising communication takes place, including direct and promotional marketing, points of sale and sales teams.

  5. To develop a brand’s visual identity using image-editing applications, including artificial intelligence tools.

  6. To develop a brand’s sonic identity using audio libraries and music-editing software.

  7. To use graphic design and web design software proficiently, including artificial intelligence tools.

  8. To master graphic design techniques for persuasive media.

  9. To predict the reach and return on investment of advertising communications in order to adjust advertising expenditure accordingly.

  10. To develop multichannel marketing strategies, including the use of artificial intelligence tools.

Syllabus

  1. Psychology of sound and music: cognition, perception and emotion. Auditory memory.
  2. Sound association and brand recognition. Sonic identity strategies.
  3. Basic concepts and elements of sound branding: sonic logos (audio logos), jingles and brand music systems, brand voice and sonic tone, soundscapes.
  4. Audio libraries. Design of sonic branding proposals. Artificial intelligence applied to sound and music creation for brands.

Bibliography and resources

Idrovo-Zambrano, R. (2017). Audio branding: aplicación de la música, la voz y los sonidos como herramientas de comunicación corporativa. Comunicación, 15, 47–57.

Jiménez-Marín, G., Bellido-Pérez, E., & Ruda-Ferrete, C. (2022). Audio branding y recuerdo de marca. Comunicación y Hombre, 18, 130–146.

Nufer, G., & Moser, H. (2018). Sound branding: Acoustic brand communication as part of brand management.

Print version