Lufthansa's World of Sound - Corporate Sound increases brand recognition

Frankfurt (LUFTHANSA) - Lufthansa is in future adding an audible note with a specially developed Corporate Sound so as to enhance recognition of the Lufthansa brand. In an intensive process, the company's brand values have been transformed into the musical sphere. Aside from the "Acoustic Logo", the Corporate Sound is composed of "Corporate Music", the "Corporate Song" and the "Corporate Soundscape". The Corporate Sound will gradually widen audio perception of the Lufthansa brand in "hold-the-line" queues, dialing tones, radio and TV spots. The Corporate Music and in particular the Corporate Song will in future be played as passengers board their flight. "With our sound branding, we are addressing another of the senses, which together with our visual branding will clearly strength our brand message and emotional appeal," said Lufthansa Executive Vice President Marketing and Sales Thierry Antinori, explaining the reasons for taking branding into the audible domain.