A Research on Brand Sound Positioning and Implementing with Active Sound Design

Research output: Contribution to journalConference articleContributedpeer-review


  • Kyoung Jin Chang - , Hyundai Motor Group (Author)
  • Seonghyeon Kim - , Hyundai Motor Group (Author)
  • Dong Chul Park - , Hyundai Motor Group (Author)
  • So Youn Moon - , Seoul National University (Author)
  • Sunghwan Park - , Seoul National University (Author)
  • Myung Hwan Yun - , Seoul National University (Author)


This paper aims to establish a systematic process of developing a brand driving sound. Firstly, principal factors of a brand sound identity are extracted from factor analysis of many sample cars. As a result, brand sound positioning map is drawn using jury test data. Also, the multiple regression analysis of subjective and objective test results is carried. As a result, the principal factors are expressed by objective test data and brand sound positioning map can be easily updated from the measurement data. In addition, what should be improved for designing a target sound is reviewed. Secondly, various technologies of target sound design are discussed to involve the brand identity and vehicle's character in driving sound. Also, an efficient tool to implement the target sound with an active sound design (ASD) system in a vehicle is introduced. This tool enables to efficiently design, tune and simulate a target sound for ASD system in a laboratory. As a result, some sound examples synthesized by this tool are illustrated.


Original languageEnglish
JournalSAE Technical Papers
Issue numberJune
Publication statusPublished - 5 Jun 2017
Externally publishedYes


TitleSAE 2017 Noise and Vibration Conference and Exhibition, NVC 2017
Duration12 - 15 June 2017
CityGrand Rapids
CountryUnited States of America

External IDs

ORCID /0000-0002-0292-2944/work/142234939


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