The relationship between brand value and sonic strategy performance

Bjorn Thorleifsson

Research into the relationship between audio branding and brand valuation.

Apple, Google and Amazon, some of the world’s biggest and most financially secure brands, are placed on a pedestal by consumers for their innovation and great customer experience. But when the brand name is mentioned, can you imagine what it sounds like?

The power of music in marketing is being recognised by a widening pool of brands, and investment in owned music and holistic sonic strategies is on the rise. With the explosion of new sound media such as podcasts, smart-speakers, point-of-sale, and music sharing and streaming services such as TikTok, many brands are now seeking ways to drive brand...

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