Harnessing Audiobranding In Yape To Engage Urban Audiences

This study analyzes the elements of audiobranding in the “Yape es todo” advertisement that affect brand recall in order to inform the creation of a sonic identity for the brand. This study adopts an interpretive qualitative approach, emphasizing context and subjectivity to explore a research problem from multiple perspectives through participants’ viewpoints. Twenty-five semi-structured interviews with a flexible guide were conducted with final-year music and composition students (aged 24–28). A qualitative thematic analysis was applied to the interview data. The thematic analysis of the interview transcripts indicates that participants value the convenience, speed, and security of using Yape in informal contexts (e.g., taxis, small shops, and bars), and identify the confirmation sound as a key emotional cue that reinforces trust and brand recognition. In conclusion, coherent audiobranding planned for the medium and long term can consolidate brand recognition and promote digital payment practices. Future research should expand the sample to include additional user profiles in order to further explore diverse perceptions.