This paper aims to establish a systematic process of developing a brand driving sound. First, the representative auditory terminology suitable to expressing the brand sound is induced and then the principal factors of a brand sound are extracted from factor analysis. As a result, brand sound positioning map is drawn using jury test data. Secondly, the multiple regression analysis of subjective and objective test results are carried out and then brand sound positioning map is re-drawn using measurement data and the correlation results of subjective and objective test. Drawing a brand sound positioning map with only measurement data is more helpful than with jury test data because it can be easily updated. Also, what should be improved for designing a target sound is reviewed. Thirdly, an efficient technology to design a target sound which involve brand identity and vehicle’s character is suggested. This technology enables to design, tune and simulate a target sound for an active sound design system efficiently in a laboratory. Finally, the target brand sound is designed with this technology and then implemented with an active sound design (ASD) system in a vehicle.