Examining the Impact of Sonic Branding in Creating Brand Equity

Abstract

In today's competitive advertising world, organizations struggle to stand out and make genuine relationships with customers among the cluttered media. Sonic branding, which includes sound logos, jingles, and music, emerges as a strategic tool for breaking through the clutter and establishing distinct brand identities. This study examines the effects of sonic branding on brand equity indicators such as brand salience, perceived quality, brand associations, and brand resonance, shedding light on the usefulness of audio stimuli in improving recognition of a brand, associations, and ultimately brand resonance. The study uses historical and contemporary views and provides useful insights into the role of sonic branding in molding consumer perceptions and fostering brand equity in a cluttered advertising landscape.The main objective of the study was to determine the impact sonic branding has on brand equity. The impact on brand salience, brand associations, perceived quality, and the ultimate outcome on brand resonance. The study also aimed to predict brand resonance with respect to brand salience, brand associations, and perceived quality. Additionally, the study’s objective was to identify the influence of the demographic characteristics of the respondents on the elements of sonic branding. SEM Analysis was performed to test the developed hypotheses to meet the objectives of the study. Other tools include the Chi-Square test, ANOVA, and Correlation analysis to meet the objectives. According to the findings, brand salience, brand associations, and perceived quality all have a favorable effect on brand resonance. Brand associations are the most effective predictors of brand resonance, whereas brand salience predicts the least. Among the findings of the study, the most prominent finding we can conclude is that sonic branding indirectly has a positive impact on brand resonance by influencing brand associations and perceived quality, in turn creating brand equity.