Glossary
Technical terms branding
Branding
Originally, branding referred to the property marking of livestock. Today, the term describes
all activities involved in the development of a brand with the aim to set one’s own product
apart from the bulk of similar ones and to enable distinct association with a specific brand.
Corporate...
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Technical terms sound
Chord
Harmony of at least three notes. These can also sound successively as a broken chord.
Acoustics
Originally, the science of physical sound processes as wave phenomena in solids, liquids and
gases based on mechanic molecular vibrations. Today, acoustics also include the science ofsound...
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Key elements of audio branding
Audio logo
(sound logo, sonic logo, acoustic logo, signature theme, jingle, acoustic signature)
The audio logo is a brand’s acoustic identification element and is often used in combination
with the (animated) visual logo. Must be concise, distinct, catchy and flexible and fit the
brand (brand fit)....
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Technical terms audio branding
Brand versus corporate
The term ‘corporate’ refers to the company as a whole, while ‘brand’ refers to an individual
brand. Thus, the design guidelines of the company Daimler are listed in the corporate design
manual, whereas the company owned car brand Mercedes-Benz has its own brand design.
The...
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