SoundOut Index names top 36 UK and top US sonic logos
SoundOut, sonic branding and audio marketing testing agency, released its SoundOut Index which measures each corporate sonic logo against selected attributes, has unveiled the top 36 UK and top 100 US logos.
SoundOut has tested the key components that combine to create truly iconic sonic brands, based on responses from over 30,000 consumers and covering over 10 million data points.
Unlike the US, where three of the top four logos are big players in the movie industry (Disney, Century Fox and Warner Brothers), the UK top ten is made up for of ten different sectors. These include Just Eat, at number one, followed by electrical retailer AO World, financial services comparison website GoCompare and online flowers and gifts retailer Moonpig.
In the US only two non-entertainment sonic brands in the top five are owned by snack brand Goldfish and insurance firm Farmers. And despite the higher profile nature of Coca Cola, McDonald's and Mastercard, their sonic logos fall outside the top 20, at number 26, number 29, and number 34 respectively.
The analysis uncovered that appeal is really important, as the correlation between the appeal of a logo and the overall strength of emotion a logo is capable of delivering is over 80%. The index also showed that sonic logos that include the brand name, like the UK top five sonic logos, are twice as effective at cementing brand association than those that do not.
“While more and more brands have been investing in sonic branding as the power of music’s impact on the subconscious becomes better understood, there has been little objective analysis and measurement of the effectiveness of sonic logos. The SoundOut Index changes that,” says David Courtier-Dutton, founder and CEO of SoundOut.
“In an increasingly digital audio world, where audio channels such as music streaming services and podcasting are growing, a sonic identity is increasingly important. The SoundOut Index creates a useful new lens on this previously under-documented topic,” says Paul Coxhill, managing director at marketing research company WARC.
