Hearing as How - The Role of Sonic Branding in the Shaping of the Efteling’s Brand Identity

Abstract

The importance of sonic branding, a field of corporate sonic semiotics, lies in the potential to achieve an emotional connection between brand and consumer. Not only through the purchase of objects, but also in the purchase of experiences. This study aims to examine how sonic branding impacts and constructs the Efteling theme park’s brand identity. Field research was conducted in order to analyze three aspects. First, how sonic branding steers the way to play the Efteling’s games. Second, how the Efteling’ sonic branding strategies use cinematic social conditioning in order to evoke comprehension of the enacted situations. And third, if the sonic branding strategies applied are unique to the Efteling, or comparable to a different brand, namely, the Disney brand in Disneyland Shanghai. Sonic branding' stimuli (music, sound, and voice) are able to direct the intended experiences of the brand and the customers in accordance with storyline cues. A development where one isolated from the other would not have as much effect as the one created once the right sounds are tied to the right situations. The analysis shows that that these developments contribute to emotional engagement, to the point of immersion, recognition of situations via cultural standards and are managed through listening modes.