Sound Branding has a long history. Much has happened in advertising history, from the first ever jingle through to today’s two-second brand recognition. The lecture discusses the basics of sound branding and provides examples from practice that show what makes the sound of a brand as it is currently strategically developed and implemented. Marcel Kloppenburg has been an instructor for acoustic brand communication at the UdK Berlin since 2007 and for sound branding at the IMK Berlin. He joined the sound branding department at MetaDesign AG in 2006, where he is now the concept and production director, responsible for development and production for clients such as Siemens, eBay, Allianz and Volkswagen.