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date: 15 December 2019

Abstract and Keywords

Clara Gustafsson takes issue with the belief, prevalent among brand managers and brand researchers alike, that sonic branding is first and foremost about the music. Instead, Gustafsson suggests that sonic branding should prioritize cocreation with the consumer. The consumer thus becomes a valued cocreator of meaning and brand identity, the consumer’s imagination playing a role in developing a meaningful platform for the brand. Gustafsson explores this viewpoint by arguing for the use of immersive research methods, cultural branding, and ethnographic techniques in shifting the focus away from the music and onto the consumer in order to develop a new approach to sonic branding research.

Keywords: sonic branding, consumer, prosumer, platform, music

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