Affiliation:
1. University of the State of Rio de Janeiro, Brazil
Abstract
This chapter presents the production perspective of the sound branding and music branding agencies, the core mission being to investigate the notions of those who produce the sound and musical identity of brands, what is thought about the public, their reactions, and how this influences the development of projects. Given the scarcity of contributions on the perception of professionals and scholars regarding sound and music in branding, an exploratory qualitative approach was implemented. Six individualized semi-structured interviews were conducted with professionals from agencies specializing in the development of sound and music products for brands, three Brazilians and three Portuguese, and one interview with a neuroscientist and neuromarketing specialist. Therefore, about consistent with practical implications, producers of branded sound and music experiences and brand audiences can benefit from the results of this research.
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