Brand fans are encouraged to download Kia's five-note melody as a ringtone, in various rhythms and styles (Reggae, Bossa Nova, modern rock, etc.).
Sonic branding has a long history. Music or sounds that are associated with a brand have the power to bring that brand to mind when you hear that unique melody or sound. And they can influence your attitudes and perceptions of the brand.
Not all sounds associated with a brand are intentional or pleasing, as this article explains. But careful planning can result in a sound that contributes to effective rebranding. That's what SNCF, the French railway firm, found when it created a unique sonic identity for its brand. Now, after years of hearing the railway's sonic brand signatures, 92% of the listeners surveyed were able to identify the brand after hearing only 2 notes--and 71% of the listeners had a positive attitude toward the brand.
