A third of UK adults can name no brand with a sonic identity

StatBrand & Creativity

A third of UK adults (32%) associate no brands at all with having a sonic identity. The best-recognised are McDonald's at 44%, Coca-Cola 33% and Netflix 26%. One in three adults under 35 feels more favourable towards brands with a sonic identity, and 18% of under-35s are more inclined to buy from one, against 10% of all adults.

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. 31; DLMDD and YouGov, n=2,001 GB adults 18+, February 2021

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