Resumen

POL, Andrea. La marca: un signo de identificación visual y auditivo sinérgico. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2012, n.42, pp.205-220. ISSN 1853-3523.

From the fact of considering the brand as a synergistic sign of visual and auditory identification it arises that, from the graphical structure the speakeable components emerge inevitably. Exceeding the field of visual communication and graphic design, then arises the need to incorporate to the brand-sign analysis, the phonetic dimension of it. In the verbal brand composition, phonemes -models or ideal types of sounds with particular phonetic connotation- are involved. That is, vowels, consonants and phonetic groups have a certain symbolic value. The interpretation of phonosymbolism can transcend the acoustic image, including the study of phonemes expressed verbally in the name of the brand, and the ability to evoke the sounds of a concept or suggest an idea, an emotion or action.

Palabras clave : Brand; Branding; Identification sign; Naming; Phonemes; Phonosymbol; Phonosymbolism; Visual and auditory synergy of the brand.

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