First global audit of how the world’s leading companies are using sound to enhance their brand and engage with consumers.
McDonald’s, Disney, Intel, Apple and Coca-Cola ranked as the best audio brands.
How do the world’s biggest brands sound? The first comprehensive analysis of how the world’s leading companies are using sound to engage with consumers reveals that many are beginning to think about sound branding in the same way as logos, images and visual marketing – with strategic and creative intent – but that there is still huge scope for improvement.
The Best Audio Brands Ranking 2019 has been developed by global sound branding agency amp, using a rigorous analytical process which quantifies audio brand performance against a range of criteria such as trust, recognition, engagement and efficiency.
The analysis provides a picture of how effectively brands are extending their audio presence beyond advertising, sonic logos or “jingles” into interactive digital plat- forms where audio enhances brand recognition, engagement and findability. It also calculates audio brand efficiency – the estimated return on investment in sonic as- sets.
Of the 100 brands covered in the 2019 ranking, only 22% can be said to be using sound effectively and even among the top performing audio brands there is significant scope for improvement. You can find the full report and analysis here.
LEADING SONIC BRANDS
McDonald’s and Disney were ranked as joint top performers in the Audio Brand Index, each achieving a score of 51/100 points available. Intel, Apple and Coca-Cola rounded off the top five audio brands, whilst the likes of Shell, Netflix, Nescafé, Google and Amazon made the top ten, with Amazon and Google profiting greatly from the impact of their interactive voice technologies.
Brands such as Spotify, Facebook, Huawei, Honda, Adobe and Visa, ranked amongst the least recognisable audio brands, despite the growing range of digital platforms across which they interact with consumers.