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Whee da-dum bee-dum: Melodisk kontur hos ljudlogotyper och dess påverkan på varumärkesuppfattning
University of Skövde, School of Informatics.
University of Skövde, School of Informatics.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesisAlternative title
Whee da-dum bee-dum : Melodic contour of audio logos and its effects on brand perception (English)
Abstract [sv]

En ljudlogotyp är en ljudkomposition som används för att särskilja ett varumärke. Ljudlogotypen ingår i varumärkens strategiska arbete för att skapa sig en bild i konsumenters medvetande. Denna bild kallas varumärkesuppfattning. Syftet med denna studie var att utöka kunskapen om hur musik kan användas i kommunikativt syfte i allmänhet och om hur melodin påverkar uppfattningen av varumärken i synnerhet.

En webbenkät genomfördes för att studera om olika typer av melodisk kontur hos en ljudlogotyp kan ge olika effekter på hur ett fiktivt varumärke uppfattas ifråga om varumärkespersonlighet. Deltagare rekryterades via sociala medier. Till undersökningen utformades åtta videoklipp innehållande en ljudlogotyp och en grafisk logotyp. Videoklippen var identiska förutom att den melodiska konturen skilde dem åt. Deltagarna skattade i vilken grad de uppfattade fem olika personlighetsdrag hos den ljudlogotyp de fick höra. Resultaten analyserades statistiskt. Genom undersökningen genererades inget stöd för att typ av melodisk kontur skulle ha någon påverkan på uppfattningen av de fem personlighetsdragen.

Lämpliga metoder för undersökningar om ljudlogotyper och varumärkesuppfattning diskuteras. För framtida studier inom området föreslås kvalitativa studier samt studier som undersöker andra musikaliska parametrar. Vidare efterfrågas mer forskning om melodisk kontur.

Abstract [en]

An audio logo, also called sonic logo or sound logo, is a sound composition utilized to differentiate a brand. A sonic logo is part of a brand’s strategy to create an image in the awareness of consumers. This image is called brand perception. The objective of this study was to expand general knowledge about music’s applicability for communicative purposes and moreover to specifically look at how melody affects brand perception.

A web survey was conducted to investigate if different types of melodic contour in an audio logo can have different effects on the perception of brand identity for a fictional brand. Participants were recruited using social media. Eight videos consisting of an audio logo and a graphic logo were designed. The videos were identical apart from their melodic contours. Participants rated the degree to which they perceived five different personality traits for the audio logo they heard. The results were analyzed statistically. Through the survey, no support was generated for an impact from the type of melodic contour on the perception of the five personality traits.

Appropriate methods for investigating audio logos and brand perception are discussed. For future research within the field qualitative design is suggested, as well asinvestigations into other musical parameters. Furthermore, additional research into melodic contour is proposed.

Place, publisher, year, edition, pages
2020. , p. 48
Keywords [en]
Audio logos, sound logos, sonic logos, melodic contour, pitch contour, audio branding, sound branding, sonic branding, brand personality, brand perception
Keywords [sv]
Ljudlogotyper, melodisk kontur, ljudbranding, varumärkespersonlighet, varumärkesuppfattning
National Category
Music
Identifiers
URN: urn:nbn:se:his:diva-18605OAI: oai:DiVA.org:his-18605DiVA, id: diva2:1446297
Subject / course
Media, Aesthetics and Narration
Educational program
Computer Game Development - Sound/Music
Supervisors
Examiners
Available from: 2020-06-24 Created: 2020-06-24 Last updated: 2020-06-24Bibliographically approved

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