Sound Branding: Building a Sound Identity - Marketing - Brand Marketing

An effective brand identity is commonly perceived as a good brand name and logo, trendy package design dimensions which mainly concern visual senses. However, this common perception of branding is incomplete.

Human beings have five senses, so why would brand strategists leave four of them aside? Over the past few years, senses other than sight have been explored by brand experts and marketers. Although the senses of taste and touch are more difficult for brands to reach, some brands like Singapore Airlines and Rolls Royce have already used scent to build brand identity, also known as olfactive branding. (Please see our article on Sensorial Branding /english/view_news.php?id=156-Sensorial-Branding-The-Future-of-Brand-Building). A new area of focus is now sound branding, which will be explored in this article.

Sound can be seen as a vague notion, so let's define it first. Daniel Jackson, the author of the book Sonic Branding, distinguishes three types of sounds: voice, ambience, and music1.Voice covers any sound produced by human-beings, from a baby crying to Pavarotti singing. Ambience refers to every sound produced by our environment, from weather to machines. Finally, to define music, we will quote the New Oxford Dictionary of English: "The art or science of combining vocal or instrumental sounds (or both) to produce beauty of form, harmony, and expression of emotion."

>> Hearing: A powerful human sense

First of all, while visual, taste or touch features of a product or brand requires people to directly interact with it in order for it to be perceived, a sound characteristic is a good way to reach consumers without them doing anything. We are all exposed to sounds whether we like it or not, and we do not have to do anything to hear them.

Moreover, as Michal Boumendil, the founder and general manager of Sixime Son* (a leading agency worldwide for sound branding based in Paris) explains, each of us has begun our communication life by decoding sounds as early as when we are in our mother's belly. At this formative stage of our life, we had already heard and memorized sounds, the most important being the mother's heart beat. We were able to interpret that a beat of 60 pulsations per minute means a calm and comfortable state. Due to this early biological exposure, human-beings are naturally sensitive to sounds and their meanings.

In addition to influencing our mood by making us feel energized or sleepy, happy or sad, sound has an amazing ability to inspire us and remind us of the past. Psychological studies have shown that humans strongly associate sounds with a particular memory. Thus, sound has this unique power to recall certain experiences, which is a crucial advantage when it comes to building a strong brand in the minds of consumers.

>> Sound Branding Examples

Many companies are now starting to realize the effectiveness of sound branding, also known as sonic branding, audio branding or auditory branding. Here are some examples of famous and efficient sound trademarks: the Intel jingle, McDonald's "I'm loving it", the Yahoo yodel, Apple computer sounds, and Nokia's ringtone. These major brands evoke a strong and unique identity on their own, but their foothold in customers' minds is made even stronger when coupled with a distinguished and memorable sound. All of these leading brands have built their own unique sound personality as an integral part of their brand identity, and they are now recognized not only through a logo or a slogan, but also through a few musical notes. The McDonald's Corporation itself has set out an aggressive sound branding campaign here in China, and even commissioned the famous Chinese pop singer Leehom Wang to sing "I'm loving it" in Chinese.

Royal Air Maroc recently reviewed its entire brand identity and created a sound identity with the help of Sixieme Son. Wafa Ghiati, the marketing manager of the company, explains that the idea of a sound trademark came naturally with the whole brand revamp. Royal Air Maroc's sound identity had to convey the five core values of the airlines, which are Moroccan, majestic, magical, maternal and modern, while respecting the oriental roots of the company and being strongly oriented to the future. The goal of this new identity was triple-fold: to better differentiate the airline, express its values, and reinforce the impact of its communication. Wafa Ghiati describes the new sound identity as music which is modern without being too "fashionable", and which has personality without being aggressive. This sound trademark is used for TV and radio ads, on the company website, as a jingle at air terminals, on CDs for clients, ring tones, and more. Although the sound aspect of Royal Ai r Maroc's brand identity is very recent, the success is already measurable: on the internal side, comments about the sound trademark have been very positive, and on the external side, the music of the TV ad has been well received and many people have asked for a way to obtain it.

Sound branding gives a brand a unique audio identity, which can over time become a valuable trademark. Branding in this sense not only helps trigger memory and associations, but it is also perceived as an indication of quality and trustworthiness.

>> How can a brand create an effective sound identity?

The five most important characteristics of a brand sound identity are:

* length and clarity * distinctiveness * relation to the product * pleasantness * familiarity and accessibility

The first four characteristics can be managed during the creation process, and the fifth one can be reached through an effective marketing strategy. However, a sound which is familiar to customers does not mean instant success for the brand. Marketers have to make sure that customers associate this familiar sound with the corresponding brand. An easy and efficient way to guarantee this correlation is to include the brand name within the sound itself.

Although sound branding may at first seem complex and abstract, when prepared and communicated effectively in accordance with brand strategy, it has the power to build your brand in an "unheard of" way.

*Written in collaboration with Michal Boumendil from Sixieme Son, a strategic partner of Labbrand.

1. Jackson, D.M. (2003). Sonic Branding. New York: Palgrave Macmillan New York.

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The domestic economy remained robust in April car sales reached 1.39 million - Business

by the china automotive technology and research center (hereinafter referred to as the auto center) organized the "china automobile industry news will be "held in beijing. during the conference, china automotive technology and research center, zhao hang, director of the automotive industry, which focuses on the overall operation, , commercial vehicles and other sub-industries development, and future developments in the automotive market is analyzed. he pointed out that in 2010, 1-4 months, the national economy remained robust, fixed-asset investment grew rapidly, cars to the countryside, trade-in and purchase incentives such as tax reduction effects are obvious. first quarter of 2010, the national economy continues to improve, the national gdp grew by 11.9%; fixed asset investment grew rapidly, up 25.6%; car to the countryside policy effects are obvious, and subsidies automotive 577 000; tm, acquisition tax reduction policy and a series of car stacking huimin, china's auto mobile industry to achieve a stable and relatively rapid growth since the second half of last year to keep the good momentum of development. the overall operation of motor vehicle industry according to the china automotive technology research center, the latest statistics, in april 2010 production of 3.718 million vehicles in china, growth of 0.73%, up by 35.4%. of which: production accounting for 46.8% auto, motorcycle production accounting for 50.4%, low-speed trucks and three cars accounting for 2.8% yield. 1-4 month, motor vehicle production was 12.676 million total, up by 34.0% cumulative growth. same period last year to achieve a more substantial growth. cumulative sales of 8,478,000 vehicles, up by 41.7% cumulative growth. same period last year to achieve a more substantial growth. april car production and marketing chain slight fluctuations year on year to maintain high growth according to the china automotive technology and research center, in april to complete the national production of 1,525,200 vehicles, chain lower 9.82%, up by 35.18%; sales completed 1,388,700, growth of 9.80%, up by 40.02%. 1-4 months, total car production and sales compared to the same period last year, a significant upgrade over the cumulative production of 5,858,600, up 60.69 percent over last year, total sales of 4.859 million, representing growth of 35.19 percent over the same period last year. as of the end of april 2010, in the automotive business and circulation stocks as 999,600. sales in april rose more than 30%, stocks continue to increase april, market performed well, producing 1.0856 million, lower than 11.55%, central, up 34.15%; sales 993 800, growth of 10.89 percent, an increase of 34.13%. 1-4 month cumulative production and sales of were 4,356,800 and 3,692,800, respectively, compared with the cumulative increase over the same period last year, 64.12% and 29.63%. 1-4 month inventory increased 664,000 . overall, the various sub-models april passen ger market performed well, but cross-type chain or both passenger-year growth from the view, weak growth performance, while suv and mpv cars market demand. production run from april, all models showed a downward trend in the chain, still achieved a positive growth year on year. which all production in april april sales of of various models from the april sales of view, various models of only cross-type passenger vehicles declined chain, down 6.29%; various models are to achieve positive growth year on year, which significantly increases suv and mpv, respectively, year on year growth 110.61% and 97.28%. april market performance of various emission april, displacement of 1.6 liters and below, sold 671,800 passenger vehicles, passenger vehicle sales accounted for 67.60%, of which 1.6 liters and below, sales of 484,000 cars, car sales accounted for 66.89% market share compared with 2009 the overall level has declined. 2010, 1.6 liter and below purchase tax preferential margins, policy factors driving the purchasing power weakened. the price range for the performance of market price from the passenger perspective, in april, 5 million and the following cross-type mainly for , sales of 230.4 thousand, accounting for passenger vehicle sales 23.22%; 5-8 million mainly to its own car brand, sales 140 100, accounting for passenger vehicle sales of 14.12%; 8-10 million and some of the major joint venture own brand of low-emission brand, selling 133,500 , sales accounted for 13.45%; 10-15 million joint venture brands mainly for , sales of 255,400, accounting for passenger vehicle sales of 25.73%; 150,000 yuan or more primarily for joint venture brand , sales of 233,000, accounting for passenger vehicle sales of 23.48%. the performance of faculties of other s in april april, production in their own brands, japanese, european department, the u.s. accounting system and the korean series cars were 45.18%, 19.08% and 16.98%, 11.31% and 7.45%; sales, the independ ent brand , european department, japanese, korean series vehicles, the u.s. accounting system and were 42.50%, 19.40%, 18.48%, 11.85% and 7.77%. may run motor vehicle industry, prospect january-april 2010, the chinese automobile industry than low-speed trucks and three-wheeled vehicles, various types of vehicle production and sales still continue the momentum of rapid growth in 2009. with the development of the domestic macroeconomic stability, steady increase in consumption levels, and the many auto market factors continue to promote good policy, to stimulate consumer desire to buy. in addition, during the beijing auto show, a large number of new vehicles onto the market, taking advantage of the various car companies introduced a number of promotions, consumers are warming up their enthusiasm for car, motor vehicle market is expected to may despite a better performance. (source: k-car network) cross-type passenger car production decline was larger than central, down 18.61%; mpv largest increase over the previous year, an increase of 110.45%.

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Tax Return Preparers Exam Articles Series No2 Who Must Take the IRS Exam? Matters Regarding the IRS Competency Examination. - Finance - Taxes

If you have the firm intention to continue or to begin working in the changing tax return preparation industry as a professional tax return preparer, you should be aware of the new rules the IRS is implementing as part of an ongoing effort to enhance oversight of the tax return preparation industry. The competency examination is part of those new rules of the game. Maybe you are wondering, who must take the IRS exam?In this article you will find the answer to the question "Who must mandatorily pass the IRS competency examination in order to continue working as an income tax return preparation practitioner"?Regulations distinguish among three categories of tax return preparers:

1. Attorneys, CPAs, and enrolled agents2. Non-Form 1040 preparers and supervised preparers.3. Candidate to become Registered Tax Return Preparer.

Attorneys, CPAs, and enrolled agents, non- Form1040 preparers and supervised preparers are not required to meet the test requirement in order to perform their tax related activities. However, any individual not included in the above categories, who prepares a federal tax return for a fee, and pretends to become a Registered Tax Return Preparer under the new regulations, must pass the IRS competency examination.

The reason why Attorneys, Certified Public Accountants and Enrolled Agents (EAs) are exempt from testing and continuing education requirement is because they have a toughest professional testing and education requirements covering the tax laws and regulations.The test exemption is extended to the supervised employees of attorneys, CPAs, attorneys or Enrolled Agents (EA) who prepare but do not sign and are not required to sign the Form 1040 series returns they prepare.

The testing is mandatory just for certain individuals who prepare tax returns on the Form 1040 series. So, individuals who prepare federal returns other than those in the Form 1040 series are also exempt from the test requirements.

To be more precise and clear about who is who, let's review the definition of each categories of tax return preparer as shown in the regulation:

A law firm is a law partnership, Professional Corporation, a sole proprietorship, or any other association authorized to practice law in any state, territory, or possession of the United States, including a Commonwealth, or the District of Columbia.

A certified public accounting firm is a partnership, professional corporation, sole proprietorship, or any other association that is registered, permitted, or licensed to practice as a certified public accounting firm in any state, territory, or possession of the United States, including a Commonwealth, or the District of Columbia.

An enrolled agent is a tax professional, who has demonstrated special competence in tax matters, applied for enrollment, and has been issued an enrollment card.

An individual who is supervised by an attorney, CPA or an enrolled agent, and the supervised preparer is employed by a law firm, CPA firm or other recognized firm (a firm that is at least 80 percent owned by attorneys, CPAs, or enrolled agents).The supervised preparers may not sign any tax returns they prepare or execute any other functions registered tax return preparers are allowed to execute.

Non-Form 1040 series preparers are individuals who do not prepare, or assist in the preparation of, any Form 1040 series tax return or claim for refund, except a Form 1040-PR or Form 1040-SS, for a fee.

A very important distinction is that a supervised preparer working for a Registered Tax Return Preparer who is not a lawyer, a CPA or an enrolled agent (under Circular 230) must have a PTIN and pass the competency examination. The exception for supervised preparers only applies if the individual is supervised by an attorney, CPA or an enrolled agent, and the supervised preparer is employed by a law firm, CPA firm or other recognized firm (a firm that is at least 80 percent owned by attorneys, CPAs, or enrolled agents.

The IRS has published more details about the competency examination, including the major topics that will be covered in the test. It is time to become informed and take action if you intend to become a registered tax return preparer. The IRS test will be available in mid-Fall-2011. Inasmuch as the test content outline published by the IRS covers an extensive amount of materials, candidates should take time to plan the use of available resources to be able to review the tax concepts in order to be successful in the testing room.

Read the next article of this series,"What is the IRS Exam Content "Don't delay to be proactive toward becoming informed about the IRS exam. Visit our website and know more about 1040 Exam Prep. /blog/

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Accounting and Finance Career Preparation Programs - Education - College and University

A love of numbers can lead to a lucrative career in various fields. Students that have an interest in numbers may find an accounting program is right for them. Accredited programs can be pursued through several degree and concentration areas.

Completing a degree program in accounting prepares students to step into various careers that involve accounting and finance. Students learn to work with businesses, organizations, individuals, and government groups on their finances. Accounting programs are available to students at the associate's, bachelor's, master's, and doctorate's degree level. The student's career goals will determine which degree program to complete. Other possible accounting and finance career preparation programs can include:

Several concentration areas like accounting technology, for example, lead to an associate's degree. Students that want to complete a higher level degree program can continue education inside a graduate accounting program. Corporate finance also awards undergraduate degrees unless students advance their training inside a finance degree program. To complete the right program students should research the industry's requirements for the careers they are interested in obtaining.

An associate's degree in accounting examines several key areas of the field at a fundamental level. Accounting, finance, and acquisitions are some main areas covered. The goal of a program is to prepare students to analyze the financial status of a person or group and be able to create documents. Students learn the Generally Accepted Accounting Principles procedures, which helps the transition into the profession. Students can enter careers as general accountants, budget analysts, and loan officers.

To gain the best career options in accounting and finance students should complete graduate degree training. Schooling covers the foundations of accounting more in-depth. Students study risk management, assurance, financial management, taxation, and much more. Master's degree programs train students to understand business and taxation. Through subjects like advanced auditing, corporate taxation, and financial research students are able to step into multiple careers. Students can enter careers in both the private and government divisions of the industry with a master's degree. Students that want to enter positions as professors typically complete training at the doctoral level. Tax research and finance analysis are some course topics examined. Possible career options for students that have a graduate degree include risk assessors, corporate executives, financial managers, and auditors.

Students that pursue another area of accounting and finance such as corporate finance will find education to be highly focused. Students that complete a bachelor's degree program will explore financial reporting, international market, and personal investments. Students learn to work with businesses by providing help with cost management, investment, and market regulation. Upon graduation students can become business managers, investment bankers, fraud investigators, stockbrokers, and more. Advanced careers will have to be pursued with a graduate degree in finance.

Accredited accounting and finance degree programs give students several career opportunities. Students can enter their desired careers when education is matched correctly with their professional goals. Full accreditation is awarded to quality programs by agencies like the Accrediting Council for Independent Colleges and Schools (ACICS). Enroll in a college or university to begin the educational training required to enter this career field.

DISCLAIMER: Above is a GENERIC OUTLINE and may or may not depict precise methods, courses and/or focuses related to ANY ONE specific school(s) that may or may not be advertised at PETAP.org.

Copyright 2010 - All rights reserved by PETAP.org.

Notice to Publishers: You may use this article on Ezine or on your Website; however, ALL links must remain intact and active. Failure to retain links is expressly prohibited and violators will be prosecuted extensively by law.

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4 Bookkeeping

Bookkeeping

So what goes on the accounting and bookkeeping departments? What do these people do on a daily basis?

Well, one thing they do that's terribly important to everyone working there is Payroll. All the salaries and taxes earned and paid by every employee every pay period have to be recorded. The payroll department has to ensure that the appropriate federal, state and local taxes are being deducted. The pay stub attached to your paycheck records these taxes. They usually include income tax, social security taxes pous employment taxes that have to be paid to federal and state government. Other deductions include personal ones, such as for retirement, vacation, sick pay or medical benefits. It's a critical function. Some companies have their own payroll departments; others outsource it to specialists.

The accounting department receives and records any payments or cash received from customers or clients of the business or service. The accounting department has to make sure that the money is sourced accurately and deposited in the appropriate accounts. They also manage where the money goes; how much of it is kept on-hand for areas such as payroll, or how much of it goes out to pay what the company owes its banks, vendors and other obligations. Some should also be invested.

The other side of the receivables business is the payables area, or cash disbursements. A company writes a lot of checks during the course of year to pay for purchases, supplies, salaries, taxes, loans and services. The accounting department prepares all these checks and records to whom they were disbursed, how much and for what. Accounting departments also keep track of purchase orders placed for inventory, such as products that will be sold to customers or clients. They also keep track of assets such as a business's property and equipment. This can include the office building, furniture, computers, even the smallest items such as pencils and pens.

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4 Bookkeeping

Bookkeeping

So what goes on the accounting and bookkeeping departments? What do these people do on a daily basis?

Well, one thing they do that's terribly important to everyone working there is Payroll. All the salaries and taxes earned and paid by every employee every pay period have to be recorded. The payroll department has to ensure that the appropriate federal, state and local taxes are being deducted. The pay stub attached to your paycheck records these taxes. They usually include income tax, social security taxes pous employment taxes that have to be paid to federal and state government. Other deductions include personal ones, such as for retirement, vacation, sick pay or medical benefits. It's a critical function. Some companies have their own payroll departments; others outsource it to specialists.

The accounting department receives and records any payments or cash received from customers or clients of the business or service. The accounting department has to make sure that the money is sourced accurately and deposited in the appropriate accounts. They also manage where the money goes; how much of it is kept on-hand for areas such as payroll, or how much of it goes out to pay what the company owes its banks, vendors and other obligations. Some should also be invested.

The other side of the receivables business is the payables area, or cash disbursements. A company writes a lot of checks during the course of year to pay for purchases, supplies, salaries, taxes, loans and services. The accounting department prepares all these checks and records to whom they were disbursed, how much and for what. Accounting departments also keep track of purchase orders placed for inventory, such as products that will be sold to customers or clients. They also keep track of assets such as a business's property and equipment. This can include the office building, furniture, computers, even the smallest items such as pencils and pens.

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The Expert Recruitment Firm Placing Qualified Candidates In Accounting And Finance Jobs - Business - Management

Top performance from the expert personnel within a business's accounting and finance departments is not optional, it is vital to the success of the company's ongoing operations. That is why it is imperative that companies work with the most experienced industry recruiters in order to ensure that accounting and finance jobs within their organizations are given to the most qualified candidates.

As a privately owned Canadian executive search and consulting firm, PlanFinance delivers effective staffing solutions to cliental across North America. They service clients with accounting and finance professionals for positions at all levels within an organization. Whether companies require a qualified accountant for expert financial reporting or a CFO to take over the operational management of their entire finance department, Plan finance will avail the client with an individual that meets their specific logistical requirements.

Taking on the difficult task of locating qualified candidates for accounting and finance jobs can be time-consuming and expensive, which is the reason why so many organizations are now collaborating with recruitment pioneers such as plan Finance. Clients trust their recruitment process to plan finance because the company is proactive in every approach to their work. In most cases, it takes just three days for their recruitment experts to source a qualified candidate for review by management staff within your organization.

A company cannot become an expert within the field of accounting and financial recruitment without attending to the crucial intricacies of due diligence within their search methodology. Candidates offered by Planfinance have been thoroughly tested and their credentials have been assessed, so that when they receive a placement with an organization, they can offer the outstanding performance levels expected.

This keenly developed approach to their work has helped planFinance to develop lasting business relationships with some of the top businesses in the accounting and financial field. These strong relationships can then be utilized to help qualified candidates searching for accounting and finance jobs to locate a fulfilling role within a progressive organization.

When a candidate chooses to go through Plan Finance to locate a top position within a leading company, the company's expert recruiters will help them to leverage their skills in their search. Candidates are treated with the highest regard for their continual happiness and personal career progression. The company's recruitment process involves a series of consultations that will help the candidate to fully express their career goals and establish an understanding of the direction they would like the process to take with the team at Plan Finances. Once the It specialists have created a suitable career path for the candidate, they will then approach companies on their behalf for a progressive and efficient approach to the placement process.

In working directly with both the candidate and the client to ensure that both parties are mutually confident in the arrangement, Plans Finance is the ideal conduit in filling accounting and finance jobs at today's most prestigious organizations. Using their expert search mechanism and highly developed recruitment processes, both clients and candidates are assured of the highest level of quality when it comes to meeting their working requirements.

With 15 years of experience as one of Canada's leading accounting recruitment firms, Plan Finance's help qualified candidates locate key positions in the accounting and financial field through their full range of staffing and career solutions. Contact Plan Finance today, and put the strength of their long-standing recruitment background and qualified expertise to work for you. For more information, visit PlanFinance.

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