Mastercard dropped its name from its logo in 2019. The iconic red and yellow intersecting circles of Mastercard now represent one of the world’s most recognized brands, joining a small number of symbol brands that can rely on people recognizing their brand without the name being written. The decision to drop the name from the logo was aimed squarely at devices such as smartphones that have much smaller real estate, making colour and recognizable symbols increasingly important. 

The same year, Mastercard revealed its multi-layered sonic brand identity......

Questions

1. What are the main characteristics of Mastercard’s sonic branding strategy? 

2. Identify Mastercard’s sources of competitive advantage and discuss how it has achieved a differential advantage over competitors. 

3. What challenges is Mastercard likely to encounter in the ongoing implementation of its sonic branding strategy?