Sound branding – a systemisation and characterisation of the field

Abstract

The main purpose of this article is to demonstrate that far more extensive literature on sound branding exists than hitherto acknowledged. The topic has been approached from various angles with differing emphases, and the article provides insight into the variation and range of the literature. Specifically, the article aims to establish an academic foundation for future sound-branding studies by researchers and students alike, who will no longer need to postulate a general lack of literature and research in the field. The article is based on systematically performed literature searches and presents an inductively developed categorisation of five different types of contribution. In this light, the article highlights that although it is now possible to determine that the literature is relatively extensive, a number of knowledge lacunae still exist because a range of questions and activities are ignored or only dealt with in passing.