![]() It realized that if it could capture its own sound, it could distinguish the brand at every point of customer interaction. A good example is the motorcycle brand Harley-Davidson, which, in 1994, filed a sound trademark application for its distinctive V-twin engine sound. However, some brands realize the importance the sound their brand can make and attempt to capitalize on its own uniqueness. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. The sound logo leads to learning effects on consumer's perception of a certain product. An example is the T-Mobile logo and ringtone composed by Lance Massey, the Intel logo composed by Walter Werzowa, or the Michelin logo composed by Sixième Son. Often a combination of both types of logo is used to enforce the recognition of a brand. It can be seen as the acoustic equivalent of a visual logo. A sound logo (or audio logo or sonic logo) is a short distinctive melody or other sequence of sound, mostly positioned at the beginning or ending of a commercial. The sound logo (or audio mnemonic) is one of the tools of sound branding, along with the jingle, brand music, and brand theme. And it gives a brand an additional way to break through audiences’ shortened attention spans. Sound branding (also known as audio branding, music branding, sonic branding, acoustic branding) is “the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.” Audio branding can tell you whether the brand is romantic and sensual, family-friendly and everyday, indulgent and luxurious, without ever hearing a word or seeing a picture. #Jingke keys soundbyte registration
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