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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.

This paper discusses approaches to emotionally improve the driving sound based on Active Sound Design (ASD). In the first step, target sound design methods are suggested in order to represent the vehicle’s concept and brand image via a driving sound. In this method, formant filter and musical chords are applied to the target sound synthesis. In the second step, a technique to make a target sound realistic in ASD system is discussed, which enables to stimulate the customers' emotion. In this technique, the process to simulate a musical instrument sound for a vivid driving sound and synthesize the sound with FIR filter is studied. Finally, the improved driving sound is demonstrated in ASD system.