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Study touts power of brand audio signatures

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Redwood Shores, Calif.--Brand audio signatures - such as the ascending tones that are Intel Corp.'s aural logo - can build brand recognition in the same way that visuals can, according to a study released Monday. Conducted by Cheskin Research, a market research firm, and Beatnik, a provider of interactive audio technology for the Internet, the study consisted of one-on-one interviews in which respondents were asked to rate brand attributes based on sound only, visual identity only or a combination of both. "Companies who have not made a significant investment in audio branding are ignoring a tremendous marketing opportunity," said Davis Marsten, a principal at Cheskin.
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