 Through the use of sound we can clarify our arguments, opinions and feelings in a manner that facial expressions alone cannot.We also use identify ourselves through the use of sounds, mainly music, which is why many brands and firms spend immense amounts of time and money to associate the right song or jingle with their product and build a stronger identity.U.S retail chains such as The Gap, Eddie Bauer and Toys "R" Us invest in music programs customized for them.