EFFECTS OF SONIC LOGO ON BRAND RECOGNITION OF THE ADVERTISED BRAND

Abstract

This study reviews the effect of a structural feature of commercials known as sonic logo
on brand recognition. The major aim of this study is to check whether familiarity or
unfamiliarity with the brand has an impact on sonic logos ability to be encoded in the
consumer's mind. The experimental study tests ten sonic logos from different brands,
seven of them are familiar brands and the remaining three are unfamiliar. Total of five
commercials have been shown to 47 participants. The findings suggests brands whose
sonic logos have not been heard by participants before but the brands these sonic logos
belong to are familiar to participants have a greater recognition of their respective
sonic logos as compare to those brands which are unfamiliar to participants.