Contents
A. Audio Branding and Education in Sound
Holger Schulze
Education in Sound
B. Basics of Sound and Branding
Georg Spehr
Audio Branding – all new?
Karsten Kilian
From Brand Identity to Audio Branding
C. Beginnings of Audio Branding
Rayan Parikh
Finding the Rhythm: Elias Arts and the Pioneering of Audio Identity
John Groves
A short History of Sound Branding
D. Basics and principles of Audio Branding
Kai Bronner
Jingle all the Way? Basics of Audio Branding
Mark Lehmann
The Voice in Brand Sound
Hannes Raffaseder
Audio Brands and Brand Sounds: Relevance of Timbre in Audio Branding
Rainer Hirt
The Process of Brand Sound
Lukas Bernays
Acoustic Brand Management and the Digital Revolution
Cornelius Ringe
Bands for Brands – How much do they really have to fit?
Cornelius Ringe, Kai Bronner, Rainer Hirt
Silence of Brands
E. Multi-sensory Design
Karsten Killian
Acoustics as Resonant Element of Multi-sensory
Brand Communication
Michael Haverkamp
Synesthetic Design – Building Multi-sensory Arrangements
F. Legal Aspects
Jasmin Junge
Intellectual Property in the Context of Acoustic Branding
Ralf Sieckmann
Sound Trade and Service Marks – Legal Aspects
G. Case Studies
James Bull
The Narrative Ear – Realities in Creating Sound,
Story and Emotion for Brands
Aaron Day
The Samsung Global Sound Project: Cross-culture Innovation
Stefan Nerpin, Richard Veit, Milo Heller
The sound of Vattenfall – A brand promise is heard
Shouvik Roy, Anupam Sen Gupta
Case Study: NBL Team Anthem, WWF India