Constructing and Preserving Rio de Janeiro's Sonic Identity

Abstract

Sonic branding, a strategic aural communication system according to a brand's core values, is highly associated with marketing studies and examined by scholars such as Philip Kotler and Clara Gustafsson on its meanings and importance. Despite boosting knowledge in associations between sonic branding theories and products or services, these works do not demonstrate to an acceptable degree how locations can also function as sonic branding spaces. This master thesis focuses on auditory cues' function in relation to a location while considering understandings garnered in sound studies within media and culture and marketing-related theories. Through close reading for interdisciplinary analysis and conducting in-depth interviews with marketing professionals regarding the topics and case study, this master thesis examines how audiovisual representations strategically employ aural stimuli in order to construct and maintain the city's sonic identity. Furthermore, it also considers consistency and how it affects strategic sonic implementations and the city's perception of musical fit in collaboration with views amassed in soundscape studies. Transparency in that area will come by presenting the Olympics brand merging with the brand of Rio de Janeiro in audiovisual representations and how that allows new connotations to be developed while staying true to the city's sonic identity. This master thesis argues that Rio de Janeiro's sonic branding created urban sonic experiences by employing consistent musical associations over time. All in all, Rio de Janeiro serves as a proper case of study on how music and culture collaborate to form a unique, memorable, and promotable brand.