Sonic identity and audio branding elements in Spanish radio advertising

The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways communicating with their stakeholders through the senses. However, there are still few organizations that include as a conveyer corporate identity. Audio branding aims expand contact points audiences by incorporating elements facilitate recognition brand's values. This research attempts understand use corporations make communication tool evaluate its presence, but above all it wants find out if this due strategic approach or specific decision marked temporality advertising campaigns. For reason, in paper we have taken radio media. On one hand, because media par excellence. other where can most well-known modes audio such brand song, jingle sonotype. sample, composed 239 inserts from 3 generalist channels highest Spain, reveals only 21% items contain element branding, indicating field yet be explored organizations.