The industry term for this sound is "sound logo"— it plays an important role inside the sound branding family and is also a key user touch point in communications.

但是这个新颖的声音究竟从何而来呢？ 其实这个声音叫做“声音标识”，是一个品牌声音体系中的重要元素，也是传播中与用户对接的一个核心接触点。

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The company's website features a biography explaining that the nickname comes from his "tough negotiating style" in Washington as well as a logo and sound of a roaring grizzly bear wearing shades.

NPR: US CEO Ridicules French Workers As Time-Wasting

Big Picture furnishes users with a snazzy start-up animation the second it's activated, flourishing its launch by superimposing the Steam logo over pixelated bubbles and liquid sound effects.

ENGADGET: Steam Big Picture beta hands-on HD

And we wrap up with some great tips when considering music, not the least of which is that, according to Mark and Dave, every brand should have, along with their visual identity (e.g. logo, color palette, etc.), a sound identity as well.

FORBES: Music Is The Great Uniting Language. But Are Brands Using It Correctly?