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Tag: Northern Illinois University

  • In collaboration with Northern Illinois University

    BrandMusiq presents research study on Sonic Brand Personality

    BrandMusiq, a sonic branding firm, in collaboration with Northern Illinois University, has unveiled a study at the AMA Summer 2024 Academic Conference in Boston. The research, titled “Flute is Sophisticated, Piano is Competent – Designing a Sonic Brand Personality,” explores how instrumental timbre and musical tempo work together to shape brand personality and consumer preference. This study represents a significant advancement in understanding the nuanced interplay of auditory cues in branding.

    Said Rajeev Raja, Founder and Soundsmith, BrandMusiq: “It was an honour to present our research once again in Boston, a city renowned for its academic rigor and innovation. Our study offers invaluable insights into the strategic use of sonic elements in branding, helping marketers craft auditory identities that truly resonate with their audiences.”

    Added Professor Vijaykumar Krishnan, Chair of the Department of Marketing at Northern Illinois University: “Presenting our work at the AMA Summer Conference was a remarkable experience. This research underscores the importance of carefully aligning instrumental timbre and tempo to convey a brand’s personality. This understanding is crucial for marketers aiming to create memorable and effective sonic identities.”

  • Paper to be presented at American Marketing Association (AMA)

    BrandMusiq study on sonic branding

    By Our Staff

     

    A study on ‘Melodic Scales, Ragas and their impact on Emotions and Brands’ jointly done by BrandMusiq and Northern Illinois University has been selected as a paper to be presented at the AMA Academic Conference at Nashville.

     

    Rajeev Raja, Founder and Soundsmith, BrandMusiq and Professor Vijaykumar Krishnan, Chair Department of Marketing, Northern Illinois University will present the paper on February 11 at Nashville, USA.

     

    Said Raja: ‘Very excited to present our paper at the AMA in Nashville together with Prof. Krishnan. The study will go a long way in establishing the connection between specific musical or stimuli and its impact on human emotions. It will provide tremendous value to brands when applied in the context of sonic branding.’

     

    Added Prof Krishnan: ‘We have some really exciting research results relating specific scales/ragas to specific constellations of emotions – always intuitive to me as a musician. I am thrilled that we now have scientific and objective evidence in support of these claims. It’s been a wonderful association working with BrandMusiq. Looking forward to co-presenting the findings at the conference with Rajeev.’