SONY Pyramid
Keller’s Brand Resonance Pyramid
| SONY Brand 2015 |
Resonance
Behavioral loyalty: This includes regular, repeat purchases, Sony has a loyal customerbase
Attitudinal attachment: Customers have loved SONY for decades and many segments have grown up with their groundbreaking products, and see some of the products as a special purchase, PS3, VAIO, XPERIA
Judgements
Quality: The Customer perception of the quality of the Sony products/services with the SONY brandname is high Credibility: Decreased expertise ;
Used to be - innovative and setting the tone, now Apple & Samsung play this role. Sony’s Trustworthiness is relatively high because of its legacy, and the likability has decreased over the years and is not what it used to be. Consideration: Sony is still a relevant brand, it fulfills the functional needs, however the needs higher up the
Pyramid of Maslow (esteem/self-actualization) cannot be fulfilled due to the brands lack of status and product design. Superiority: Sony is still significant and superior on many areas in the field of technology and electronics and deliver quality only a handfull competitors can offer.
Sense of community: The feel and a sense of community of SONY lovers is applicable for some of the products. International brand recognition Active engagement: This is the strongest example of brand loyalty, but this is not very applicable to the SONY brand, however in the GAMING section there are some
Feelings
Feelings aroused around the Sony brand :
Social approval (low risk choice)
Reliablity
Sleek
Minimalistic/Sober
Sophisticated
Fun
Rather functional than it is fashionable, Sleek new designs , Sober colors
Performance
Imagery
Sony’s key strenght and company’s backbone to success are their high quality, high performance products and good durability in combination with minimalistic sober design for an affordable price
Sleek well designed product lines that are visually stimulating to the extent that they look funtional,
slightly
| SONY Brand 2015 |
Resonance
Behavioral loyalty: This includes regular, repeat purchases, Sony has a loyal customerbase
Attitudinal attachment: Customers have loved SONY for decades and many segments have grown up with their groundbreaking products, and see some of the products as a special purchase, PS3, VAIO, XPERIA
Judgements
Quality: The Customer perception of the quality of the Sony products/services with the SONY brandname is high Credibility: Decreased expertise ;
Used to be - innovative and setting the tone, now Apple & Samsung play this role. Sony’s Trustworthiness is relatively high because of its legacy, and the likability has decreased over the years and is not what it used to be. Consideration: Sony is still a relevant brand, it fulfills the functional needs, however the needs higher up the
Pyramid of Maslow (esteem/self-actualization) cannot be fulfilled due to the brands lack of status and product design. Superiority: Sony is still significant and superior on many areas in the field of technology and electronics and deliver quality only a handfull competitors can offer.
Sense of community: The feel and a sense of community of SONY lovers is applicable for some of the products. International brand recognition Active engagement: This is the strongest example of brand loyalty, but this is not very applicable to the SONY brand, however in the GAMING section there are some
Feelings
Feelings aroused around the Sony brand :
Social approval (low risk choice)
Reliablity
Sleek
Minimalistic/Sober
Sophisticated
Fun
Rather functional than it is fashionable, Sleek new designs , Sober colors
Performance
Imagery
Sony’s key strenght and company’s backbone to success are their high quality, high performance products and good durability in combination with minimalistic sober design for an affordable price
Sleek well designed product lines that are visually stimulating to the extent that they look funtional,
slightly