Research into brand sounds
Being highly recognisable is of vital importance, Byron Sharp concludes, and yet many brands handle their brand assets irresponsibly. You can read more about this in the book Building Distinctive Brand Assets , which contains a section on the power of sound in branding. The importance of brand sounds is set to increase, which is why we have done some research into this subject.
Brand sounds have a low profile in the Netherlands, according to our research. With a few exceptions (3 out of 35), less than half of consumers correctly identify brands after hearing their brand sound for three seconds. There is also a certain amount of confusion in identifying brands. As many as 20 brands are more often confused with another brand than identified correctly.