AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES
This research explores the nexus of audio branding and small and medium-sized enterprises (SMEs), a substantial sector representing 90% of global businesses yet one that remains largely underrepresented in the context of audio branding. The primary research question is as follows: what are the possi...
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| Format: | Article |
| Language: | English |
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Izdevnieciba “Baltija Publishing”
2024-12-01
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| Series: | Baltic Journal of Economic Studies |
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| Online Access: | http://baltijapublishing.lv/index.php/issue/article/view/2574 |
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| author | Justinas Kisieliauskas Justas Šiburkis Paulius Bakanauskas |
| author_facet | Justinas Kisieliauskas Justas Šiburkis Paulius Bakanauskas |
| author_sort | Justinas Kisieliauskas |
| collection | DOAJ |
| description | This research explores the nexus of audio branding and small and medium-sized enterprises (SMEs), a substantial sector representing 90% of global businesses yet one that remains largely underrepresented in the context of audio branding. The primary research question is as follows: what are the possibilities of audio branding for small and medium-sized businesses, and how should such enterprises use it? The objective of this research is twofold: firstly, to highlight the potential of audio branding for SMEs; and secondly, to develop a comprehensive guidance model tailored to assist these enterprises in implementing effective audio branding strategies. The research approach is multi-faceted, encompassing a theoretical analysis of audio branding concepts, empirical research into current practices, and the creation of a practical, SME-specific guidance model. The study employs a range of methodologies, including the analysis and synthesis of scientific literature, a comparative analysis of diverse concepts and approaches, qualitative case studies, and in-depth interviews with experts in the field of sonic branding. The research employs these methodologies with the objective of filling the existing gap between the field of audio branding and its application within SMEs. The objective is to provide SMEs with a valuable tool to leverage the benefits of audio branding, thus contributing to a more inclusive and diverse sonic branding landscape. The research findings indicate that the restricted deployment of audio branding among SMEs is predominantly attributable to resource limitations, scepticism and difficulties in quantifying the return on investment (ROI). To address these issues, the research proposes a comprehensive four-step audio branding guide. This unique guidance model is designed to help SMEs effectively integrate audio branding into their marketing and branding strategies, taking into account their specific contexts and challenges. By following this guidance model, SMEs can overcome the barriers to adopting audio branding and unlock its potential to enhance brand identity and customer engagement in a cost-effective and impactful way. |
| format | Article |
| id | doaj-art-b39efd63602a4051a40d8a39c743f71f |
| institution | Kabale University |
| issn | 2256-0742 2256-0963 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Izdevnieciba “Baltija Publishing” |
| record_format | Article |
| series | Baltic Journal of Economic Studies |
| spelling | doaj-art-b39efd63602a4051a40d8a39c743f71f2024-12-19T10:46:44ZengIzdevnieciba “Baltija Publishing”Baltic Journal of Economic Studies2256-07422256-09632024-12-01104324310.30525/2256-0742/2024-10-4-32-432574AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSESJustinas Kisieliauskas0Justas Šiburkis1Paulius Bakanauskas2Vytautas Magnus University, Lithuania (corresponding author)Vytautas Magnus University, LithuaniaCEO of Instakademija MB, LithuaniaThis research explores the nexus of audio branding and small and medium-sized enterprises (SMEs), a substantial sector representing 90% of global businesses yet one that remains largely underrepresented in the context of audio branding. The primary research question is as follows: what are the possibilities of audio branding for small and medium-sized businesses, and how should such enterprises use it? The objective of this research is twofold: firstly, to highlight the potential of audio branding for SMEs; and secondly, to develop a comprehensive guidance model tailored to assist these enterprises in implementing effective audio branding strategies. The research approach is multi-faceted, encompassing a theoretical analysis of audio branding concepts, empirical research into current practices, and the creation of a practical, SME-specific guidance model. The study employs a range of methodologies, including the analysis and synthesis of scientific literature, a comparative analysis of diverse concepts and approaches, qualitative case studies, and in-depth interviews with experts in the field of sonic branding. The research employs these methodologies with the objective of filling the existing gap between the field of audio branding and its application within SMEs. The objective is to provide SMEs with a valuable tool to leverage the benefits of audio branding, thus contributing to a more inclusive and diverse sonic branding landscape. The research findings indicate that the restricted deployment of audio branding among SMEs is predominantly attributable to resource limitations, scepticism and difficulties in quantifying the return on investment (ROI). To address these issues, the research proposes a comprehensive four-step audio branding guide. This unique guidance model is designed to help SMEs effectively integrate audio branding into their marketing and branding strategies, taking into account their specific contexts and challenges. By following this guidance model, SMEs can overcome the barriers to adopting audio branding and unlock its potential to enhance brand identity and customer engagement in a cost-effective and impactful way.http://baltijapublishing.lv/index.php/issue/article/view/2574audio brandsonic brandaudio branding |
| spellingShingle | Justinas Kisieliauskas Justas Šiburkis Paulius Bakanauskas AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES Baltic Journal of Economic Studies audio brand sonic brand audio branding |
| title | AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES |
| title_full | AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES |
| title_fullStr | AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES |
| title_full_unstemmed | AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES |
| title_short | AUDIO BRANDING GUIDANCE MODEL IN THE CASE OF SMALL AND MEDIUM-SIZED BUSINESSES |
| title_sort | audio branding guidance model in the case of small and medium sized businesses |
| topic | audio brand sonic brand audio branding |
| url | http://baltijapublishing.lv/index.php/issue/article/view/2574 |
| work_keys_str_mv | AT justinaskisieliauskas audiobrandingguidancemodelinthecaseofsmallandmediumsizedbusinesses AT justassiburkis audiobrandingguidancemodelinthecaseofsmallandmediumsizedbusinesses AT pauliusbakanauskas audiobrandingguidancemodelinthecaseofsmallandmediumsizedbusinesses |