Consumers perceive brands including Just Eat, McDonald’s, AO and Moonpig as more valuable when identifying the brand with sound.
Sonic logos that are recognised by consumers make a brand on average 5% more valuable and drive consumer purchase intent, according to new research from DLMDD, the specialist audio branding agency.
The research conducted by DLMDD and SoundOut, the world leaders in sonic testing, is the first of its kind to look at the value and return on investment of sonic logos in the marketing and branding industries.
The findings of the study come amidst a significant 22% increase in brands launching sonic identities in 2021. Global giants such as American Express, Frito-Lay, Singapore Airlines, Betway, General Mills, and Walmart have significantly increased their sonic investments over the last 18 months.
The study also found that, when consumers make no connection between the sonic logo and the brand, there was a 7.7 per cent reduction in the perceived value, highlighting the importance of recall, recognition and brand equity in the design of sonic identities.
For the UK audience, the audio logos of 40 top UK brands were tested by a consumer panel of 8,000 aged between 16-65 years. Brands included: ASDA; Just Eat; Haribo; Lloyds Bank; AO; Renault; and Moonpig, among others. For the US audience, 22,000 consumers, aged between 16-65 were shown 110 brands.
This research indicates the growing requirement for the measurement of sonic branding assets as marketers seek to quantify the effectiveness and return on investment in sound.
Max De Lucia, Co-Founder of DLMDD, comments:
“What a time to be alive in the world of sonic branding. Brands are investing in sound like never before and this new research is the first of its kind to identify the return on investment in sonic logos. However, the findings also signal a firm watch-out to brand leaders – work with the sonic brainiacs to get your sound right. Banging a few random notes at the end of your next campaign could send your brand value nosediving in the opposite direction.”
David Courtier-Dutton, CEO of SoundOut, comments:
“One of the most impressive and yet elusive aspects of sound is its universal resonance yet significant subjectivity. The best sonic branding is fuelled by marketers’ thorough understanding of the deep subconscious impact of any given sonic cue or composition. This ground-breaking research shows the commercial power and ROI that can be harnessed when coupling great strategic sonic branding with effective marketing execution.”