Abstract

FARINO, Nurik  and  MONTECE, Carlos. Audio branding construction model ICEIMFE. Ñawi [online]. 2019, vol.3, n.1, pp.77-98. ISSN 2588-0934.  https://doi.org/10.37785/nw.v3n1.a4.

The study of Audio Branding has been developed over a few decades, which has proven its effectiveness and compliance with communication objectives in terms of identity construction and competition differentiation. Thus, this article aims to detail the development of the ICEIMFE audio branding model applicable and reproducible for different brands. The methodology of this model is based on an exhaustive bibliographical research, and the results of an auditory survey where concordance data and association patterns were obtained, which allow us to confirm that sounds have the capacity to transmit sensations and emotions.

Keywords : Sound strategy; sound mark; auditory representations.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )