Kantar BrandZ’s recent report, Top 40 most valuable Australian brands of today, has revealed the top three most valuable brands have sonic brand identities crafted by Resonance Sonic Branding.
Brands in the report range from new arrivals to those that have been part of Australia’s brandscape for generations.
The organisation, which ranks and showcases the most valuable brands across six continents, placed CommBank at the top of list with a brand value of US$ 21.6 billion, followed by Canva (US$16.1 billion) and Woolworths (US$11.7 billion).
All three brands have sonic brand identities crafted by Resonance Sonic Branding, a Songtradr company. Resonance oversaw the sonic aspect of CommBank’s rebranding back in 2020. They casted a new voice-over for the brand and created a unique sonic identity, after evolving the existing melody, connecting to the ‘Can Lives Here’ positioning.
The Sound of Canva was another sonic branding project by Australia’s leading specialist sonic branding agency. With Canva’s mission ‘to empower the world to design’, Resonance created a sonic world featuring the ‘Canva Choir’ which represents the feeling of empowerment and community. The project won Gold in the ‘Best Use of Audio Branding’ category at the 2022 Transform Awards ANZ.
Resonance also took care of Woolworths, having had a decades long relationship with the main supermarket business, as well as sonic branding for the Woolworths Group and Everyday. For Woolworths they created a comprehensive package of audio assets that includes all brand music, seasonal specials, weekly Fresh Market Updates and in-store music.
The result further reinforces the music branding authority of Resonance Sonic Branding in the Australian landscape. The agency has successfully ideated and developed sonic identities for award-winning international brands, establishing itself as a strategic music partner for Australia’s biggest and best.
The Kantar BrandZ report reflects that people reward brands that are both meaningful and salient, with ‘coming easily to mind’ as one of the features that makes a difference in brand awareness and loyalty.
Ramesh Sathiah, creative director/co-founder at Resonance Sonic Branding, said: “Having three of Australia’s most valuable brands using Resonance is a testament to the efficacy and growing prominence of sonic branding as an integral part of a strong and successful brand identity.”
The figures of Kantar BrandZ report were based on the opinions of more than 45,500 respondents about 965 unique brands across 74 categories.
See also: Kantar BrandZ reveals Australia’s top 40 valuable brands in 2023