Hearing, Remembering, and Branding

Sound plays an important role in creating brands. It can identify a brand, distinguish it from competing brands, support a brand image, and convey brand attributes nonverbally. However, unlike other nonverbal elements of branding (e.g., visual logos), despite its frequent use in practice, sound is relatively underrepresented in the research literature on the topic of branding. This chapter seeks to address this gap by explicating the concept of “sonic branding,” proposing a conceptual framework, and suggesting an agenda for future research on sonic branding with emphasis on sonic logos (which the chapter will refer to as “sogos”).