The purpose of the research is to examine the meaning and impact of a sonic brand on consumers, with a particular focus on brand understanding, recall and recognition. The research focuses on two hypotheses: (H1) sonic identity positively impacts brand understanding and (H2) sonic identity positively impacts brand recall and recognition.
The research methodology is quantitative, where two online surveys were used to collect data. The target groups were consumers of different age groups and demographic characteristics. The survey contained structured questions measuring the perception of brand sound elements and their impact on brand understanding, recall, and recognition. The data collected was analyzed using descriptive statistics to test the hypotheses.
The results of the study show that brand sonic identity has a significant impact on consumers, however, we had to reject hypothesis H1, as the results did not show that, on average, brand sonic identity has a greater impact on consumers' understanding of the brand. On the other hand, hypothesis H2 was confirmed, which showed that sonic identity positively impacts brand recall and recognition.
The findings of the study confirm that sound elements play a key role in creating a strong brand. We would certainly recommend that companies include well-thought-out sound elements in their marketing strategies, as these not only improve brand understanding but also increase brand recognition and recall among consumers. Further research could focus on specific industries and investigate how different sound elements influence different target groups of consumers.
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