SoundOut reveals UK’s fastest growing sonic brands of 2023

SoundOut, a leading sonic branding and testing agency, has revealed that the fastest-growing sonic logos of the last two years are Playstation, Bella & Duke, JUST EAT and Amazon Prime Originals.

SoundOut Index 2023

The findings have been revealed in The SoundOut Index 2023 – UK Edition, the largest ever tracking study of UK sonic brands, featuring a benchmarked sonic audit on 97 UK brands.

It provides data on the effectiveness of sonic branding and marketing through in-depth research and analysis with over 150,000 consumers.

The full report can be downloaded here.

A total of 70 of the brands have used a sonic logo for at least two years, enabling SoundOut to measure and rank those that are growing fastest in terms of recognition and attribution.

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The fastest-growing sonic brands

To measure the fastest growing sonic brands, the percentage of consumers who could, unprompted, name the brand in 2023 was compared to the 2021 result.

The percentage uplift in attribution is a direct reflection of how successful each brand has been in increasing the direct link between the sonic logo and the brand itself over the period. The top 15 of the fastest growing sonic brands is here:

Eleven of the top 15 logos feature the brand name in the logo – which makes attribution significantly easier for consumers.

However, none of the brands have grown attribution by more than 10% over the two year period, underlining how long it takes to embed a sonic logo in the public consciousness.

Growth by demographic

The research also reveals that some brands have been more successful with some demographics over others. Bella & Duke, Just Eat and Amazon Prime have registered decent gains across both the 18-25 demographic and the 26+ demographic.

However, Playstation, Funky Pigeon and Moonpig have focused their very significant gains with the over 25 generation, while only recording modest gains (or even losses) with the under 25s. Oak Furnitureland, HSBC, Heart, Visa and Old Spice have been particularly successful in connecting with GenZ.

Other insights

The report also identifies the best known sonic brands in the UK, the fastest growing new sonic brands and the brands that are delivering most effectively on the music they use in their marketing.

David Courtier-Dutton, CEO of SoundOut, said: “Attribution is everything in sonic branding – and rapid growth in attribution is the cleanest metric to understand which brands are succeeding in creating that Pavlovian connection between the logo and the brand itself.

“Eight established brands have grown attribution by over 6% in the past 2 years, and only one of these does not have the brand name in the sonic logo.

“For some brands, increased – and decreased – attribution varies significantly by age demographic reflecting their marketing strategy priorities over the past 2 years.

“Those brands targeting social engagement have been successful with Gen Z, those eschewing it are losing recognition and relevance with this demographic – particularly on TikTok, a music first platform that demands sonic engagement.”