Branding in a postmodern context: Sound logos as cultural markers
Year: 2024
Type: article
Abstract: The aim of the study is to identify the peculiarities of sound logos perception and their role in shaping brand cultural identity in the context of postmodern culture. The article analyzes the interaction between audio and visual brand elements and their impact on consumers’ emotional perception. The significance of cross-modal correspondences and sound symbolism in creating effective audio assets is examined. The scientific novelty lies in developing a multicultural cognitive theory of sound symbolism perception, integrating universal cognitive mechanisms and cultural specificities. As a result, the study reveals the complex role of sound in creating brand cultural identity in the era of globalization and proposes new approaches to developing sound strategies for international brands.
Source: Manuscript
DOI: 10.30853/mns20240074
Author: Mingxing Man
Institution: National Research Mordovia State University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403778194