A sonic logo only counts as a real brand asset if it's distinctive enough to make people think of one specific brand.

PrincipleBrand & Creativity

A sonic logo only counts as a real brand asset if it's distinctive enough to make people think of one specific brand.

A sonic logo is 'a few seconds of distinctive, distilled brand experience that is sufficiently unique to be associated with only one brand'. To count as a brand asset rather than just a marketing asset, a sonic cue has to make people immediately think of one specific brand.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 28-29; The WARC Guide to brand assets in a hybrid world

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