Brand Sounder

Call for Papers Poster

Brand Sounder – A Prototype for a Tool to Provide Objective Design and Judgement Criteria for Sound Logos and Other Brand Sound Elements

Anna-Maria Bartsch (GROVES Sound Branding GmbH/Martin-Luther-University Halle-Wittenberg)



The choice of sound and music in a branding context is often based largely on personal preference. This fact alone is often responsible for the failure of the sound to fulfill the basic branding prerequisites. This prototype is a derivate of the existing GROVES system and considers a number of criteria, such as: the auditive fit of sound to brand, ownability, attention potential, distinctive features, stop criteria (which are able to disqualify sounds), and (for operative elements) the usage. Its objective is to provide a common perspective for the design, selection and measurement of Brand Sound Elements.