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Sammanfattning: This study brings forward the field of non-musical sound branding, concerning the use of sound in practical marketing and brand development. This interpretive, qualitative study has been conducted with the purpose of examining and explaining what aspects within non-musical sound branding that advocates and inhibits its use, ase well as exhibit how it can be created and developed. Interview data from advertising agencies and sound producers with extensive experience and knowledge in the field, is interpreted and analysed through theories within the fields of sensory marketing, brand theory, sound theory and non-musical sound branding. The results confirm that the intimate, subliminal qualities of sound, as well as the context in which it is mediated, are fundamental parameters for its reception and interpretation. The results also show that non-musical sound branding possess a number of aspects that both advocates and inhibits its use. The study also exhibit how it can be created and developed in regard to a number of fundamental and contributing perspectives.