Brand Voices: The Podcast as a Corporate Strategy, Sound Narrative, and Identity Building
DOI:
https://doi.org/10.65598/rps.6290Keywords:
corporate podcast, corporate communication, sound narrative, brand storytellingAbstract
The corporate podcast has consolidated as a strategic communication space that enables brands to craft authentic, humanized narratives aligned with their organizational values. This article examines the use of podcasts as tools for narrative branding and sonic identity management, with the aim of identifying the communication strategies that enhance their effectiveness in terms of positioning and audience engagement. A quantitative, descriptive, and correlational analysis was conducted on 112 podcasts produced by leading Spanish companies, examining journalistic genre, subject matter, frequency of publication, host, and distribution. The results reveal a predominance of the interview format, low post-pandemic continuity, a gender gap favoring men, and a link between multi-platform distribution and survival. The study confirms that narrative and sonic coherence generates credibility and proposes an analytical framework for corporate audio communication.
Downloads
References
Aaker, D. A. (1996). Building strong brands. Free Press.
Bello-Uber, D. (2019). Aportaciones feministas al desarrollo sustentable de lo global a lo local. Universidad Internacional de Andalucía. https://dspace.unia.es/server/api/core/bitstreams/e4b15818-1fb1-40cb-b5d3-83ca85cfe281/content
Berry, R. (2016). Podcasting: Considering the evolution of the medium and its association with the word “radio”. The Radio Journal: International Studies in Broadcast & Audio Media, 14(1), 7–22.
Fitó-Carreras, M., Méndiz-Noguero, A., & Vidal-Mestre, M. (2024). Branded podcast classification proposal based on brand presence in the narrative: From brand-free to persuasive. Communication & Society, 37(3), 161–176.
Fog, K., Budtz, C., & Yakaboylu, B. (2011). Storytelling: Branding in practice (2nd ed.). Springer.
Hooper, D. (2019). Big podcast: How to grow your podcast audience, build listener loyalty, and get everybody talking about your show. Big Podcast.
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Llinares, D., Fox, N., & Berry, R. (Eds.). (2018). Podcasting: New aural cultures and digital media. Palgrave Macmillan.
Schafer, R. M. (1977). The tuning of the world. Knopf.
Tench, R., Moreno, A., & Topić, M. (2017). Male and female communication, leadership styles and the position of women in public relations. Interactions: Studies in Communication & Culture, 8(2–3), 231–248. https://doi.org/10.1386/iscc.8.2-3.231_1
Vidal-Mestre, M., Freire-Sánchez, A., Calderón-Garrido, D., Faure-Carvallo, A., & Gustems-Carnicer, J. (2022). Audio identity in branding and brand communication strategy: A systematic review of the literature on audio branding. El Profesional de la Información, 31(5).
Additional Files
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Authors retain copyright and transfer to the journal the right of first publication and publishing rights
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Those authors who publish in this journal accept the following terms:
-
Authors retain copyright.
-
Authors transfer to the journal the right of first publication. The journal also owns the publishing rights.
-
All published contents are governed by an Attribution-NoDerivatives 4.0 International License.
Access the informative version and legal text of the license. By virtue of this, third parties are allowed to use what is published as long as they mention the authorship of the work and the first publication in this journal. If you transform the material, you may not distribute the modified work. -
Authors may make other independent and additional contractual arrangements for non-exclusive distribution of the version of the article published in this journal (e.g., inclusion in an institutional repository or publication in a book) as long as they clearly indicate that the work was first published in this journal.
- Authors are allowed and recommended to publish their work on the Internet (for example on institutional and personal websites), following the publication of, and referencing the journal, as this could lead to constructive exchanges and a more extensive and quick circulation of published works (see The Effect of Open Access).
