Universitat Internacional de Catalunya
Audio Branding
Other languages of instruction: English, Spanish,
Teaching staff
Send an email to the lecturer.
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.
Syllabus
- Psychology of sound and music: cognition, perception and emotion. Auditory memory.
- Sound association and brand recognition. Sonic identity strategies.
- Basic concepts and elements of sound branding: sonic logos (audio logos), jingles and brand music systems, brand voice and sonic tone, soundscapes.
- 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.