Within the ranking, there are several brands (such as AXA, Siemens, Coca-Cola, and Shell) that have started to consider the strategic implementation of multiple, owned audio assets that work in unison, resulting in a higher efficiency score. Brands that commission owned music and adaptable sound assets are investing money in their long-term audio identity, instead of simply renting it. The more owned assets a brand uses, the more adaptable and efficient their sonic identity becomes. This is because they are able to flex their assets to different touchpoints more easily, whilst remaining recognisable no matter the context. In order to ensure long-term effectiveness, brands must ensure they are able to adapt their audio assets for different stories, touchpoints and use cases so they aren’t forced to choose between customer experience and customer trust.

We hereby make a reasonable and limited use of the music samples under the “fair use” doctrine, for the limited purpose to analyse and comment upon the various examples of audio branding elements, and to contribute to further the culture and understanding of audio branding, without deriving any financial gain from such use, and in trust that no financial harm be caused by such limited use to the copyright owners. We will nonetheless remove any audio, at first demand, of the respective copyright owner.