| Abstract |
| Sonic branding is defined as creation and management of brand value by using sounds. Among various methods of sonic branding, sonic logo, i.e., brand`s acoustic identification element, is the most widely used form and usually combined with visual logo. Although sonic branding has become an increasingly important tool for marketers, little academic research has been done on this topic. The current study investigates neural responses to sonic branding using functional Magnetic Resonance Imaging (fMRI). Brain activity of 15 right-handed participants was monitored with 3T MRI machine, while they viewed sequentially presented pictures of brand logos (20 visual logos usually accompanied by sonic logos and 20 visual logos unaccompanied by sonic logos) without sound. Results showed that brain areas known to be associated with auditory imagery (including superior temporal gyrus, STG), showed greater activation for the visual logos usually accompanied by sonic logos compared to visual logos unaccompanied by sonic logos, although actual sound was not presented during scanning. The degree of familiarity participants have with the brand and its advertisements was correlated positively with signal strength in these areas. |
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| Key Words |
| 소닉 브랜딩, 소닉 로고, 기능적 자기공명 영상, 청각 심상, 상측두이랑, sonic branding, sonic Logo, fMRI, auditory imagery, STG |
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