Sonic guidelines

Daniel M. Jackson and Paul Fulberg

Chapter Chapter 22 in Sonic Branding, 2003, pp 129-140 from Palgrave Macmillan

Abstract: Abstract The third component of the sonic brand identity is the guidelines document. In conjunction with the brand score and the sonic logo, this document should contain all the strategic, technical and creative information required to create expressions of the brand that are consistent with the identity and thereby relate back to the belief and values of the brand. Guidelines documents can vary greatly, dependent upon the scope for sonic branding exposed during the audit phase. Each sonic touchpoint will require its own guidelines and as a result, the document can become very weighty indeed.

Keywords: Interactive Voice Response; Personality Profile; Advertising Campaign; Brand Personality; Vocal Quality (search for similar items in EconPapers)
Date: 2003
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DOI: 10.1057/9780230503267_24

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