Audio Branding Industry Study

Caveat Emptor: Towards an Examination of Emerging Best Practices in the Audio Branding Industry

Speaker: Steve Keller (Cedarville University, USA)

Abstract

As brands and advertising agencies become more interested in the topic of audio branding, and as more companies claim to offer audio branding services, it will become increasingly important to define and document generally accepted methods and processes that constitute industry standards for professional audio branding. To facilitate an examination of emerging best practices within the industry, a survey was administered to 127 self-described audio branding providers, designed to obtain baseline data in four specific categories: company demographics, strategy, execution and evaluation.

Companies were also ranked as either “higher service” or “lower service” providers based on other background data. Survey results are analyzed with the goal of identifying emerging best practices within the audio branding industry. Internal consistency within individual responses is also examined, as are contrasts between higher and lower service providers. Recommendations are offered for consumers and providers alike, as well as suggestions for continued study and discussion.