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The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.

Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.

The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.

The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.

The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.

The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.

All sorts of distinctions can be made concerning prestige goods: for instance, between the most durable like precious stones passed down from generation to generation and the ephemeral ones, or between those which seem to exert a universal fascination, like gold and others valued only in some places. The question of borrowings and possible syncretism is also most appealing for the comparatist and countless illustrations could be given here. In many cases, prestigious goods must be studied by taking both their symbolic and practical value into consideration. What I mean is that a ‘Veblenesque’ approach only paying attention to them as status symbols tends to underestimate their functional dimension. For example, limousines or jets must certainly be analyzed in terms of attributes of power and status enhancement. However, one cannot deny that they also have concrete functions of ‘comfortableness’ and rapidity for ubiquitous elites bound to do extensive traveling. Normally, in modern democracies, top political actors inherit or acquire all kinds of prestigious public assets, but these must be returned at the end of their mandate. Even presents officially given to them are supposed to be surrendered to a public museum. The famous affair of Emperor Bokassa's diamonds offered to Valéry Giscard d’Estaing no doubt discredited the French President and contributed to his defeat in the 1981 elections.