Exploring audio branding and its impact on consumers: the case of Apple and Samsung

Abstract

Purpose: To examine the impact of sound branding on the emotions evoked by the music in Apple and Samsung advertisements.

Methodology: The study employed a mixed approach, both exploratory and descriptive. The selection criteria were based on the top-ranked technology brands in 2022’s Interbrand report and the impact of these brands advertisements.

Results: There is an influence of audio on the perception and evaluation of the advertisements and the emotions evoked by music highlight significant differences between brands. Emotions such as joy and tenderness are significantly associated with Apple advertisements. The music in Samsung advertisements showed a strong connection with transcendence and peace. The sense of hearing ensures a strong recall and positively influences perception and predisposition of consumers towards a brand.

Implications: it identifies a set of sound branding elements that become relevant and effective strategies for brands.

Value: Sound branding emerges as a key element for marketing strategy and business administration and is a powerful way to capture consumer’s attention and to differentiate products or services.