SoundOut Index 2025

Recognition, attribution and BrandMatch scores for the sonic brands measured in the 2025 Index.

SoundOut Index 2025 rankings
Brand	Name in logo	2025 rank	Change 2023-2025	Recognition	Attribution (claimed)	Attribution (actual)	BrandMatch
Arby's	Yes	1	+2	86%	94%	86%	64%
Autozone	Yes	2	+6	81%	93%	78%	85%
Liberty Mutual	Yes	3	-1	83%	91%	81%	66%
Little Caesars	No	4	+12	82%	88%	74%	86%
O'Reilly	Yes	4	+1	80%	88%	72%	72%
Ace Hardware	Yes	6	+8	81%	87%	78%	57%
Green Giant	Yes	6	+16	75%	87%	69%	92%
Hot Pockets	Yes	6	-5	81%	87%	78%	79%
Farmers	Yes	9	+1	78%	84%	70%	83%
Red Robin	Yes	9	-5	75%	84%	69%	60%
Folgers	Yes	11	+4	76%	83%	74%	85%
Klondike	Yes	11	-2	78%	83%	65%	84%
Activia	Yes	13	+18	70%	82%	74%	77%
Goldfish	Yes	13	-7	73%	82%	78%	31%
Wayfair	Yes	13	n/a	71%	82%	71%	84%
Febreze	Yes	16	+1	75%	81%	69%	83%
Kay	Yes	16	-9	79%	81%	61%	84%
The General	Yes	18	n/a	75%	79%	60%	77%
Chili's	Yes	19	-7	68%	74%	64%	86%
Maybelline	Yes	20	n/a	66%	73%	66%	89%
Netflix	No	21	-10	74%	71%	43%	86%
Ricola	Yes	21	+5	74%	71%	53%	86%
Tums	Yes	21	+3	72%	71%	64%	78%
USAA	Yes	21	+2	64%	71%	69%	78%
Daisy	Yes	25	+4	67%	69%	57%	90%
Nationwide	No	25	-6	71%	69%	0%	91%
Pepsi	Yes	27	+3	57%	68%	53%	86%
State Farm	No	27	-7	74%	68%	52%	90%
McDonald's	No	29	-4	68%	67%	53%	83%
Menards	Yes	30	+3	57%	66%	57%	91%
PlayStation	Yes	31	-18	65%	65%	46%	87%
MGM	No	32	+2	65%	61%	43%	67%
Avocados From Mexico	Yes	33	+3	57%	58%	51%	90%
T-Mobile	No	34	-7	67%	57%	21%	75%
Old Spice	No	35	-7	73%	56%	23%	74%
Taco Bell	No	36	-15	63%	55%	49%	79%
Haribo	Yes	37	n/a	60%	49%	29%	88%
Allianz Global Investors	Yes	38	+1	31%	48%	31%	88%
Tubi	Yes	39	n/a	49%	47%	28%	71%
Duracell	No	40	+1	63%	46%	13%	67%
CBS Entertainment	No	41	+10	61%	45%	10%	70%
Cricket wireless	No	42	-42	56%	43%	13%	86%
Philips	No	43	+44	52%	42%	0%	84%
HBO	No	44	-2	54%	41%	22%	87%
TikTok	No	44	-1	58%	41%	14%	82%
NBC	No	46	+4	55%	40%	26%	86%
Pilsbury	No	47	n/a	49%	39%	28%	79%
AT&T	No	48	-8	55%	38%	20%	84%
Chuck E. Cheese	No	48	-10	48%	38%	24%	89%
Xbox One	No	48	-16	54%	38%	11%	84%
Hulu Original	No	51	+4	50%	36%	0%	59%
Chicken Tonight	Yes	52	-4	44%	35%	15%	64%
ESPN	No	52	-8	46%	35%	17%	85%
Home Depot	No	52	-17	47%	35%	14%	83%
Flash	Yes	55	-8	39%	34%	33%	83%
Volkswagen	No	56	+59	43%	32%	0%	71%
Honda	No	57	-4	47%	31%	0%	88%
Samsung	No	57	+55	41%	31%	2%	89%
Visa	No	57	+26	43%	31%	0%	76%
Nissan	No	60	+12	46%	30%	0%	84%
Paramount+	No	60	-4	49%	30%	3%	80%
Pilsner Urquell	No	60	+71	38%	30%	0%	85%
Xiaomi	Yes	60	+7	33%	30%	8%	80%
Amazon Prime Originals	No	64	-15	48%	29%	5%	89%
Lexus	No	64	-64	43%	29%	0%	81%
LG	No	64	-10	46%	29%	1%	79%
Oreo	No	64	-6	47%	29%	0%	81%
PBS	No	64	+30	44%	29%	0%	86%
Showtime	No	64	+30	42%	29%	0%	86%
Lipton	No	70	n/a	37%	28%	1%	80%
Shell	No	70	+35	41%	28%	0%	74%
Skyscanner	No	70	n/a	41%	28%	0%	80%
Cinnamon toast crunch	Yes	73	n/a	33%	27%	22%	56%
Legal & General	No	73	+30	42%	27%	0%	71%
Michelin	No	73	+35	43%	27%	0%	75%
Nature Valley	No	73	n/a	41%	27%	2%	61%
Nintendo Switch	No	73	-3	34%	27%	5%	69%
Panera Bread	No	73	-9	42%	27%	0%	81%
Pepsodent/Signal	No	73	+49	39%	27%	0%	91%
Sony	No	73	-4	40%	27%	1%	88%
TuneIn	Yes	73	-16	33%	27%	13%	86%
YouTube	No	73	-13	43%	27%	6%	88%
Abbott	No	83	n/a	40%	26%	0%	85%
AccuWeather	No	83	+19	37%	26%	0%	81%
Advance AutoParts	Yes	83	n/a	33%	26%	30%	68%
Atlassian	Yes	83	n/a	39%	26%	0%	76%
Bloomberg	No	83	+42	37%	26%	0%	84%
Sprint	No	83	+6	37%	26%	0%	84%
Acast	No	89	+18	40%	25%	0%	77%
AXA	No	89	+41	37%	25%	0%	89%
Disney Now	No	89	-89	30%	25%	3%	80%
Superbet	No	89	-21	37%	25%	0%	84%
YouTube Originals	No	89	-37	42%	25%	0%	89%
Abbvie	No	94	n/a	36%	24%	0%	77%
Campbell's Soup	No	94	+19	37%	24%	0%	79%
Cooper Tyres	Yes	94	-10	33%	24%	14%	87%
Deloitte	No	94	-15	36%	24%	0%	88%
Nvidia GeForce	No	94	+33	36%	24%	0%	39%
Peacock	No	94	+14	36%	24%	2%	90%
Sanofi	No	94	n/a	35%	24%	0%	85%
Singapore Airlines	No	94	-19	39%	24%	0%	75%
Sonos	No	94	+2	37%	24%	0%	81%
Uber	No	94	n/a	37%	24%	0%	95%
UEFA Champions League	Yes	94	-33	34%	24%	4%	78%
Wondery	No	94	n/a	35%	24%	6%	84%
American Express	No	106	-43	37%	23%	0%	80%
Apple TV+	No	106	+23	33%	23%	4%	62%
Burger King	No	106	n/a	36%	23%	3%	67%
Clorox	No	106	-32	35%	23%	0%	46%
Huggies	No	106	-47	36%	23%	11%	76%
Intel	No	106	n/a	40%	23%	2%	89%
Invisalign	No	106	n/a	33%	23%	0%	89%
Rockstar	No	106	n/a	34%	23%	0%	88%
TD Bank	No	106	n/a	35%	23%	0%	86%
USA Today	No	106	-28	40%	23%	0%	87%
Badoo	Yes	116	n/a	33%	22%	0%	84%
Barbie	No	116	-116	32%	22%	12%	88%
Cadbury	No	116	+9	36%	22%	0%	88%
Chevron	No	116	-23	38%	22%	0%	82%
Standard Chartered	No	116	n/a	34%	22%	0%	69%
Traeger	No	116	n/a	35%	22%	0%	87%
Voices	Yes	116	-24	33%	22%	17%	80%
Vuse	Yes	116	-43	34%	22%	1%	84%
Colgate	No	124	-59	42%	21%	2%	58%
Disney+	No	124	-79	41%	21%	3%	61%
Envato	No	124	n/a	33%	21%	0%	86%
ESL	No	124	-38	38%	21%	0%	79%
Finastra	No	124	-47	37%	21%	0%	63%
Florida24	No	124	-36	37%	21%	0%	87%
Lays	No	124	-62	34%	21%	5%	89%
Pandora	Yes	124	n/a	35%	21%	1%	88%
PWC	No	124	n/a	34%	21%	0%	87%
Southwest Airlines	No	124	-6	36%	21%	1%	84%
TCL	No	124	-44	36%	21%	0%	84%
TD Ameritrade	No	124	-33	39%	21%	0%	86%
Aircall	No	136	n/a	35%	20%	0%	85%
Audi	No	136	-19	31%	20%	2%	85%
Audible	No	136	-36	30%	20%	0%	79%
BMW	No	136	-30	35%	20%	0%	84%
Mastercard	No	136	-56	33%	20%	0%	44%
Zurich Insurance	No	136	-13	33%	20%	0%	74%
Aldi	No	142	-77	30%	19%	0%	83%
Cadence Bank	No	142	-44	33%	19%	0%	68%
Corona	No	142	n/a	33%	19%	1%	47%
Dove Men+Care	No	142	-28	31%	19%	0%	69%
Ford	No	142	-23	31%	19%	4%	90%
Gillette	No	142	-26	34%	19%	1%	76%
Gushers	No	142	n/a	30%	19%	0%	88%
Gymshark	No	142	-22	31%	19%	0%	66%
Hayu	No	142	-57	38%	19%	0%	90%
Hyundai	No	142	-18	36%	19%	0%	89%
Kraft Mac & Cheese	No	142	-66	37%	19%	0%	91%
Snapdragon	No	142	n/a	36%	19%	0%	79%
Tim Hortons	No	142	n/a	34%	19%	0%	87%
WETA	No	142	-71	37%	19%	0%	83%
Zocdoc	No	142	n/a	32%	19%	0%	87%
Amazon Music	No	157	n/a	30%	18%	1%	84%
Emerson	No	157	-56	33%	18%	0%	90%
HSBC	No	157	-46	35%	18%	0%	88%
Porsche	No	157	-29	33%	18%	0%	85%
USBank	No	157	-68	37%	18%	0%	88%
Fruit Roll Ups	No	162	n/a	29%	17%	0%	84%
Infiniti	No	162	n/a	33%	17%	0%	68%
Navy Federal Credit Union	No	162	n/a	32%	17%	0%	80%
Travelers	No	162	-63	33%	17%	0%	42%
Wells Fargo	No	162	-41	36%	17%	0%	87%
Coca Cola	No	167	-121	39%	16%	0%	77%
Etihad	No	168	-86	32%	15%	1%	82%
Fruit By The Foot	No	168	n/a	27%	15%	0%	40%
Imodium	No	168	-58	33%	15%	0%	89%
Old El Paso	No	168	n/a	31%	15%	0%	93%
Leapfrog	No	172	-69	33%	13%	1%	89%
Muller	No	172	n/a	31%	13%	0%	61%
Tostitos	No	174	-77	30%	12%	0%	89%

How to read the scores

Recognition: The share of consumers who report having heard the sonic asset before, whether or not they can place the brand behind it.
Attribution (claimed): The share of consumers who say they can identify the brand from the sound.
Attribution (actual): The share of consumers who identify the correct brand from the sound. 0% means no respondent in this test correctly identified the brand from its sound; it is not proof that the brand is unknown.
BrandMatch: How closely the personality consumers hear in the sonic asset matches the personality of the brand itself.
2025 rank and change: Rank position in the 2025 Index and, where available, movement against the same brand's 2023 position.

Scores are shown as whole percentages. In the 2025 Index, a blank actual attribution is a measured 0%: no respondent correctly identified the brand from its sound in this test, which is not proof that the brand is unknown. Elsewhere "n/a" indicates a value unavailable in the published table; it is not a zero.

Download the full SoundOut Index 2025 report