A Study on the Definition and Audio Touchpoint Category of Sonic Branding

Choi, A. Y. (2018). A Study on the Definition and Audio Touchpoint Category of Sonic Branding. Journal of Brand Design Research, 16-3, 155-164.

Brand Design Association of Korea (BDAK)


Advances in technology, diversity of information, and understanding of human intelligence have brought attention to branding using different senses. The purpose of this study is to summarize the currently evolving concept of sonic branding and the types and characteristics of audio touchpoints to derive usability as an essential component of the brand design.

The method of this study is to organize definitions and theoretical backgrounds of sonic branding through literature research; investigate sonic branding cases through overseas sites; construct and analyze audio touchpoints using matrix analysis tools based on sound characteristics.

The main strategies of Sonic Branding through the literature study are as follows. First, it is essential to make sound DNA first. Second, it is important to use sound DNA strategically and consistently across audio touchpoints.

Analysis of the audio touchpoint matrix yields the following results: First, from the audio touchpoints, the functional sounds do not utilize music and voice as the audio characteristics. Sound audio touchpoints use audio characteristics such as function sounds, background sounds, and semiotic sounds. Second, using visual branding and sonic branding systematically is the most critical strategy of effective brand design.

The types and characteristics of sonic branding and sound touchpoints compiled in this study will be useful to brand designers in their branding strategy. It helps design and expects a variety of research from researchers in brand design. 

Keywords: Audio Touchpoint, Sonic Branding, Sound

Sonic branding model

Brand Design Model

Brand Design Book