Garso naudojimas ženklodaroje

Abstract

Advances in digital technology and the rise of virtual voice assistants have increased the importance of sound in the world. The growing global focus on the importance of sound prevents companies from being indifferent to the use of sound by incorporating an audio element into a brand identity, which is one element of sensory marketing. Consumers increasingly listen to audio content, and in order for brands to play an important role in the minds of consumers, the creation of an audio logo is needed to enhance the visual logo of the brand. In Lithuania, the law called “Republic of Lithuania Law on Trade Marks, No. VIII-1981 amending the law” allowed companies to register sound brands.