- UK top ten led by Just Eat, Intel and Moonpig
- SoundOut dubs 2022 the year of the Sonic Boom as more brands use sound as a powerful and distinctive strategic brand asset
London, February 23, 2022. SoundOut has revealed the leading sonic logos for 2022 – which it has dubbed the year of the Sonic Boom. The sonic logos rank as the most effective thanks to a combination of appeal, perceived brand value, personality match and brand recognition.
The most effective 2022 sonic logo is Just Eat, followed by Intel and Moonpig – with all three capitalising on the subconscious power of music to engage with their consumers.
The news comes as SoundOut predicts a rising tide of awareness in the world of sonic branding in 2022. SoundOut expects branding experts and marketeers to get to grips with the power of sound as a powerful and distinctive strategic brand asset, rather than a marketing afterthought.
Just Eat boasts an overall score of 81%, based on a combined score of 82% for appeal; 79% for perceived brand value; 78% for personality match; and 86% for brand recognition. By matching their sonic marketing to their overarching brand personality, Just Eat contributes to building brand recognition and equity with every consumer interaction.
Just Eat is followed by Intel, with 76%; and the top three is rounded off by Moonpig, with 73%. In particular, Just Eat and Intel are very strong across all four metrics.
The top ten of UK sonic logos is:
| Rank | Brand | Score |
| 1 | Just Eat | 81% |
| 2 | Intel (classic) | 76% |
| 3 | Moonpig | 75% |
| 4 | Netflix | 71% |
| 5 | We Buy Any Car | 70% |
| 6 | GoCompare | 70% |
| 7 | Sheilas Wheels | 68% |
| 8 | Checkatrade | 68% |
| 9 | Haribo | 67% |
| 10 | Autoglass | 67% |
Intel, Netflix and We Buy Any Car are the only three in the top 10 that do not include the brand name in the logo. Also of note in the top ten is Sheila’s Wheels, which has a low perceived brand value (61%) and brand recognition (49%) but is saved by almost 90% personality match.
SoundOut’s ranking of the most effective sonic logos is underpinned by cold, hard, quantitative data on 72 UK sonic logos. This is based on over 300,000 data points captured from 14,400 UK consumers.
David Courtier-Dutton, Founder and CEO of SoundOut, said: “By subconsciously influencing consumers’ perceptions through audio triggers such as sonic logos, brands can build stronger relationships with customers, ultimately leading to enhanced brand recognition and increased brand equity.
“That’s why more brands in 2022 will emulate Just Eat, Intel and Moonpig. They will get more strategic about how they use their sonic assets, leading to a growing value divide between brands that have a sonic strategy and those that do not.”
Outside the top ten, SoundOut can reveal that a number of new entrants have already hit the full ranking of 72 UK sonic brands. Betway’s new sonic logo has hit the ranking straight in at number 19. What’s more, if brand recognition is excluded from the calculation of its score, its it ranks at number one on the entire chart.
Other winning newcomers include Ocada (22), Singapore Airlines (27), Colgate (28), Etihad (30), Coca Cola (34), Apple Mac (45), Intel (2021 – version 3) (52), Samsung (54), Bloomberg (59), Intel (2021 – version 2) (61), and Babbel (65).
The updated versions of Intel’s sonic logos, while entering the top 72, do not perform anywhere near as successfully as the Intel original.
The ranking from 11-72 of UK sonic logos can be seen here – with the newcomers underlined:
| Rank | Brand | Score |
| 11 | Aldi | 67% |
| 12 | TrustATrader | 66% |
| 13 | Guide Dogs | 66% |
| 14 | AO | 66% |
| 15 | Renault | 65% |
| 16 | Compare The Market | 65% |
| 17 | Xbox One | 65% |
| 18 | PlayOJO | 65% |
| 19 | Betway | 65% |
| 20 | Pepsi | 63% |
| 21 | Funky Pigeon | 63% |
| 22 | Ocado | 62% |
| 23 | Chicken Tonight | 62% |
| 24 | McDonald’s | 62% |
| 25 | Currys PC World | 61% |
| 26 | Tesco | 60% |
| 27 | Singapore Airlines | 59% |
| 28 | Colgate | 59% |
| 29 | KIA | 59% |
| 30 | Ethiad | 58% |
| 31 | GreenGiant | 58% |
| 32 | Heart | 58% |
| 33 | Mazuma Mobile | 58% |
| 34 | Coca Cola | 57% |
| 35 | YouTube Originals | 57% |
| 36 | Peugeot | 57% |
| 37 | Premier League | 56% |
| 38 | Oak Furnitureland | 56% |
| 39 | Acast | 55% |
| 40 | Bella and Duke | 55% |
| 41 | ASDA | 55% |
| 42 | Pearl and Dean | 54% |
| 43 | TSB | 54% |
| 44 | Cinch | 53% |
| 45 | Apple Mac | 53% |
| 46 | TalkTalk | 53% |
| 47 | Aquafresh | 51% |
| 48 | Foxy Bingo | 51% |
| 49 | Lidl | 50% |
| 50 | Old Spice | 50% |
| 51 | Samsung | 50% |
| 52 | Intel V3 new | 47% |
| 53 | Apple TV | 47% |
| 54 | Samsung (new 2021) | 47% |
| 55 | ETX Capital | 46% |
| 56 | Santander | 46% |
| 57 | ABTA | 45% |
| 58 | Night Nurse | 45% |
| 59 | Bloomberg | 45% |
| 60 | Mastercard | 44% |
| 61 | Intel V2 new | 44% |
| 62 | Hastings Direct | 42% |
| 63 | Amazon Prime Originals | 42% |
| 64 | Disney Plus | 42% |
| 65 | Babbel | 41% |
| 66 | EE | 41% |
| 67 | American Express | 41% |
| 68 | LG | 40% |
| 69 | Visa | 38% |
| 70 | Playstation | 38% |
| 71 | Shell | 38% |
| 72 | What3words | 36% |
About SoundOut
SoundOut is the world leader in strategic sonic branding and audio marketing testing. It works with many of the most iconic brands in the world as well as all the major record labels. SoundOut specialises in helping organisations trigger the right emotional response from their customers by matching brand personality and attributes to music. As a result, SoundOut provides the data and insight needed by clients to increase the certainty of achieving a strong ROI from their audio branding investments. SoundOut also helps marketing teams select music that not only triggers the right consumer response to a marketing campaign, but also stays true to the core brand personality.
SoundOut works closely with academia to ensure that the latest advances in music psychology find application in the commercial sphere. With its wholly owned consumer panel of over 3.5 million people, and access to a further 80 million consumers worldwide, SoundOut offers an unrivalled global testing capability. The SoundOut Index uses this unique capability to not only rank the best sonic logos but also uncover the criteria that are essential to audio branding and audio marketing success.
Clients can use SoundOut’s unrivalled sonic testing capability to: identify the effectiveness potential of new audio branding assets before they are launched; ensure that the right attributes are used to deliver against the business priorities for the audio assets and position audio assets on SoundOut’s Sonic Effectiveness Matrix to see how they are likely to perform against competitors. Website: www.soundout.com
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