Branding in a postmodern context: Sound logos as cultural markers

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.

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About this article

Publication history

• Received: September 2, 2024.
• Published: October 18, 2024.

Keywords

• звуковой брендинг
• постмодерн
• культурная идентичность
• звуковые логотипы
• звуковая символика
• эмоциональное восприятие
• sound branding
• postmodernity
• cultural identity
• sound logos
• sound symbolism
• emotional perception

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© 2024 The Author(s)
© 2024 Gramota Publishing, LLC

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Creative Commons Attribution 4.0 International (CC BY 4.0)