Percepção e eficácia das expressões sonora e musical de marcas: o viés neurológico das ações práticas de sound branding e music branding

Abstract

This work investigated the intentions of brands and producers based on how they think about their audiences of interest, and the perceptions of individual consumers about the experiences of sound branding and music branding developed by them, taking into account the neurological bias of sound and musical tastes. Having as methodology case study of the Portuguese supermarkets Continente and Pingo Doce, the study techniques used were bibliographic research; semi-structured individual interviews; online questionnaire; field work; presential questionnaires; and organization and analysis of the data obtained. The main results pointed to a conjunction in which perceptions occur without being fully aware of them, so that associations and memories of the body are formed in an almost involuntary way. Possible future researches, finally, may encompass, regarding brand communication with sounds and musics, the niche of events, the immersive experiences, and the contemporary technological elements consistent with the marketing 5.0.