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Sound Branding
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Product Details
Sound Branding, d.h. die gezielte Verwendung akustischer Reize in der Kommunikation, bietet Unternehmen die Mglichkeit die emotionale Aufladung der Marke und deren Identitt zu strken und die Alleinstellung der Marke gegenber Mitbewerbern zu untersttzen. Marken wie BMW, Deutsche Telekom, Hyundai, Intel, Lufthansa und Siemens zeigen es vor. In der dritten Auflage untersucht Paul Steiner den Einfluss der akustischen Gestaltung einer Marken-Website auf die Wahrnehmung, auf die Einstellung, auf die Verhaltensintention und das Verhalten der Versuchsteilnehmer. Zahlreiche Praxisbeispiele und 52 Experteninterviews runden das Buch ab.
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