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Over the years many publications and surveys were conducted in the context of human sensation concerned with sound perception and sound quality. But an exploration of associations, feelings and context of hearing in an interactive evaluation context is needed to provide insight into the affective and cognitive parameters of sound evaluation. It has to be understood that laboratory evaluation has to be considered in the context of an artificial interruption of daily life experience. Therefore, the concept of sound quality evaluation needs to be broadened to integrate a subjective and psycho-social approach. The method AISP (Exploration of Associated Imaginations on Sound Perception) will be introduced here for benchmarking in context to appropriately evaluate the sound of the corporate identity.