In today’s times, when consumers are being overloaded with advertisements and brand content on every platform imaginable, creating a unique identity in the consumer’s mind has become an even tougher task for the advertisers. The use of sonic branding can help marketers address this problem.
Sonic branding refers to the practice of identifying a brand with a specific music or other sound. It can include a ‘sonic logo (SOGO)’, for example, like the tingling sound at the end of commercials for Britannia cookies, or the musical chord that identifies Intel. The right use of music in the ads can lead to long-term recall of the brand and a greater association.