Brand, Identity and Reputation: Exploring, Creating New Realities ...

the music). Music is also a power tool in public space, DeNora argues. Music is a practice – we act to and with music
and this means that music is not something which is ‗done‘ to us (DeNora, 2000). This perspective enables an analysis
of sonic branding which takes into account the consumers‘ production of meaning.
Sonic branding: From practice to theory, from background to foreground
In conclusion, the ‗branding‘ part of ‗sonic branding‘ is underdeveloped in the literature overall, and especially in the
consumer oriented research. Future research needs to address this. Investigating the difference between background and
foreground music within a sonic branding framework is a future challenge. Further, music can be overpowering, and we
might have to get away from it in certain instances (Bradshaw & Holbrook, 2008; DeNora, 2000) – this is something
which research in sonic branding has yet to capture and theorize with a clear branding perspective.
The present paper contributes with a CCT-oriented review of sonic branding literature in marketing and consumer
research. The main future challenge for researchers is to claim this area as theoretical, creating a firmer conceptual basis
for sonic branding research.
Keywords
Sonic Branding; Literature Review; Brand; Music; Sound; Consumers
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