Sony Branding Strategy

Topics: Sony, Akio Morita, Brand Pages: 4 (1426 words) Published: January 6, 2008
1Sony
Sony is the kind of company that constantly launches so many great products that engineers and designers for competing companies must get little rest at night. The Sony is primarily focused on the Electronics (such as AV/IT products & components) and Game (such as PlayStation) and Entertainment (such as motion pictures and music). 2Sony History

Sony was founded in 1946 by Masaru Ibuka and Akio Morita. The two complemented each other with a unique blend of product innovation and marketing savvy, and formed a company that would eventually grow into a more than $60 billion global organization. Since 1946, when Masaru Ibuka started Sony, it has rocketed into electronics and entertainment consumers' minds as the brand. Beginning right after the end of the war as it did, one of Sony's founding purposes was "to reconstruct Japan and to elevate the nation's culture." It's no small wonder that, with such lofty original goals, Sony has become an iconoclastic global brand. Sony innovations have become part of mainstream culture, including: the first magnetic tape and tape recorder in 1950 and the introduction of the Walkman personal stereo in 1979 which changed the way the world listens to music. Another example of Sony innovation is on the creation of the new color television which was named Trinitron® - derived from the word "trinity," meaning the union of three, and "tron" from electron tube. Since its introduction in 1968, the Trinitron television has set the standard for picture quality and design. 3Sony Name Origin

Akio Morita was a true marketing pioneer who was instrumental in making Sony a household name all over the world. He was determined to establish the Sony brand. And it was after Morita's first trip to the United States that he suggested to Ibuka that the company name be changed from Tokyo Tsushin Kogyo to one that was easily pronounceable and recognizable. The company name "Sony" was created by combining two words. One is "sonus" in Latin,...
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