• Transform magazine
  • July 18, 2024

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Lloyds ranked UK’s most recognisable sonic brand once again

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SoundOut’s latest Index – UK Edition has revealed Lloyds Bank as the nation’s most recognisable sonic brand, retaining its position from the previous study in 2021. Claiming to be the largest ever tracking study of UK sonic brands, the Index took into account 150,000 consumer studies when ranking 97 UK brands.

The top five positions are also comprised of Just Eat, Pepsi, Go.Compare and Moonpig, with Just Eat having shot up three positions since the 2021 study. Coca-Cola fell down by eight positions to 17th, while Haribo, Netflix, Green Giant and Compare the Market were also usurped.

Meanwhile, Playstation experienced the biggest increase in recognisability since the 2021 Index was released with a 9% uptick. Similar successes were felt by Bella & Duke and Just Eat (8%), as well as Amazon Prime Originals and Heart (7%).

Significantly the fastest growing new sonic brand was radio station Capital XTRA. Unranked in 2021, it went on to break into the top 10 with an 80% recognisability score. Other fast growers included Allianz Global Investors, Intel 2023 and UEFA Champions League.

David Courtier-Dutton, CEO of SoundOut, says, "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 two 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 two 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.”

The full SoundOut Index 2023 – UK Edition may be found here.

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