ABOUT THIS REPORT
The Best Audio Brand Ranking has been developed by amp as the first global audit of how the world’s leading brands are using audio to engage with consumers and boost their brand.
The list of 100 brands analysed within the report was drawn from Interbrand’s highly respected Best Global Brands Index, which we felt provided a recognisable and credible selection of brands to study from an audio perspective.
However, despite the existence of the Interbrand ranking, and others like it, audio has never been given the in-depth analysis it deserves. Sonic branding is one specific aspect of brands’ activity and relationship with people that deserves a far higher level of understanding as it becomes a vital aspect of brand reputation and communications. Our research aims to do just that, subjecting the audio strategies of the world’s leading brands to rigorous analysis.
By assessing their overall audio brand performance against a series of key “pillars” which comprise a holistic audio identity, we have been able to pinpoint how effectively brands are leveraging their audio assets and identify key areas for improvement.
Our findings revealed that, despite the industry “noise” around audio, even the best performing audio brands globally have yet to employ a truly holistic, and efficient, audio brand strategy. With audio set to be an increasingly important asset for brands to engage consumers, it has never been more imperative that they do so.
_WHY SONIC BRANDING ENHANCES BUSINESS PERFORMANCE.
The importance of brands and branding in enhancing the performance of companies, has been understood for the better part of a hundred years. Today brand performance is universally recognised as intrinsically linked to business performance.
When we think of brands, we think of logos, products, advertising and digital services. But the power of brands is also consciously and subconsciously driven by the music and sounds we associate with them. This has always been important – academic studies show that brand engagement is far stronger when audio is treated as an equal and essential aspect of the brand. Sound and music have a far more direct influence over our subconscious, decision-making mind.
Today, we can hear brands and expect to hear them more and more. Smart speakers, apps and digital service interfaces increasingly determine our experience of brands – good, bad, memorable or forgettable. In this environment, brands need a coherent audio brand identity.
A clear brand purpose and authenticity are also important elements that influence how well a brand engages with people. In this sense, sound is one of the most powerful tools in a brand’s arsenal. Not only does it build an emotional connection with consumers, sound is also able to significantly shape the customer experience, building brand loyalty, recall and trust over time and with repetition.,
Moving towards a future where screens will not always be the most prevalent medium, brands will find that a coherent audio strategy which compliments their visual, social and cultural equity, is essential to establishing or maintaining their competitive advantage.
Müllensiefen, D., & Baker, D. J. (2015). Music, Brands, & Advertising: Testing What Works. In K. Bronner, C. Ringe, & R. Hirt (Eds.), Audio Branding Academy Yearbook 2014/2015 (pp. 31–51). Baden-Baden: Nomos.
Vijaykumar, K., Kellaris, J.J. and Aurand, T.W. (2012) Sonic logos: Can sound influence willingness to pay? Journal of Product and Brand Management. 21(4): 275–284.