Young adults are almost twice as likely to purchase from a brand that has a sonic identity, signalling the importance of sound within brand marketing, according to a new study from audio branding agency DLMDD and YouGov.

Why it matters

This suggests having a familiar sonic identity can help brands stand out among competitors and build consumer loyalty. The research found that those aged 18 to 24 are twice as loyal to brands with a distinctive sound/jingle, at 20% compared to 11% among all adults.

Additional research shows Just Eat, AO and GoCompare have the best-performing sonic logos in the...