Bunnings tops sonic branding rankings; Menulog enters the top 10

Latest Audio Logo Index looks at Australia's most impactful and memorable audio brand logos

Bunnings has retained its position at the top of the Audio Logo Index of most effective Australian audio brands, while Menulog has made its debut into the top 10 for its ‘Did Somebody Say Menulog’ effort.

The Audio Logo Index 2021 study looks at brands that combine melody and audio logos and their effectiveness. Top for the second consecutive year was Bunnings for audio logo branding, followed by Toyota, Harvey Norman, VB and Chemist Warehouse.

Bunnings and Toyota scored top results for authenticity, trustworthiness, familiarity and high brand recall. Notably, the Bunnings audio logo is 25 years old, while Toyota’s is over 40 years old.

Report authors, Southern Cross Austereo and audio intelligence platform, Veritonic, also noted the biggest improvements over the past year came from Toyota, Bunnings, Harvey Norman, Myer, SPC and Woolworths.

A new brand to enter the list this year is Menulog, which reached seventh position behind BCF after launching its sonic branding, ‘Did somebody say Menulog’, over the past year. The report found Menulog’s recall sits at 96 while likeability was 71. Rounding out the top 10 are Schmackos (eighth), Myer (ninth) and McDonalds (10th). 

Menulog marketing director, Simon Cheng, said he was proud to see the brand making its debut on the list.

“Creating distinctive assets has been a core part of our branding strategy since we launched ‘Did Somebody Say Menulog’; not only are visual assets key to this platform but sonic assets are equally as important for our brand,” he commented. “This inclusion is testament to the impact of that strategy.”

According to the study, audio logos with a melody boast of 17 per cent higher memorability than those without. Overall, three key factors reportedly contribute to a successful audio brand: Melody, or distinct collection of notes; including the brand name to bake the brand into the audio asset; and frequency, or utilisation of the audio logo in every asset possible.

The Index is based on data from the 36 top audio logos in Australia analysed using Veritonic’s machine learning and listening algorithms to identify trends, strengths and weaknesses. Each logo test then has 500 respondents. Logos are ranked on a series of attributes such as brand recall and emotive characteristics, such as happiness.

Across categories, QSRs were the top performing category for audio branding, led by Menulog, McDonalds, followed by retail, FMCG and tech/telco.

SCA national head of creativity – The Studio, Matt Dickson, noted the unique benefits of sonic branding across almost every media platform.

“It’s really encouraging to see some of Australia’s biggest brands harness the benefits of audio branding and also to see new players enter the field,” he said.

Veritonic CEO, Scott Simonelli, was equally pleased to see the number of brands increasing investment into sonic branding going up as the Audio Logo Index matures.

“Hopefully, Australian brands that have yet to buy-in understand and leverage this report as proof that a proper sonic identity can be transformative for brand perception, memorability, and consideration,” he added.

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