This thesis aim to explain which part sound and music possess as a branding tool. We consider this to be of relevance since there is very limited reseach conducted on the subject. . To fulfill the purpose of this thesis we have focused on three main issues. Our ambition is to describe this subject from a marketing perspective with the brand in focus. The interview respondents consists of marketing experts, sound branding advertisers and actors from the Swedish telecom business. For this thesis we conducted seven interviews with a qualitative approach to gain a deeper understanding and a broad picture for the studied topic. In the final chapter we present our conclusions of the study. Because of the thesis qualitative method it is difficult to present a complete picture, therefore, we would like to refer to the last chapter for further reading.

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