Marketers don't rely only on visuals and graphics to connect with the consumers. They use sound and audio too, and that is to link the brands with the sense of hearing of consumers.
Do you remember the audio which Airtel capitalised on for the purpose of brand building? It is a memorable sound track composed by the Indian Mozart, Mr. A. R. Rahman. This audio is an Airtel patent, which actually helped the brand in registering in consumers' minds as audio is a great way to connect to human brain. Click here to listen to the audio.
Similarly, Harley Davidson patented the sound which is supposedly produced while starting the bike. Click here to view the related commercial.
All these efforts are directed to link the brands to a sense of consumers, that is, the hearing sense and therby have a unique brand identity and higher brand equity.
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