Branding of Sony

Topics: Sony, Akio Morita, Brand Pages: 6 (1143 words) Published: December 13, 2010
• History

Sony, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. Sony is one of the leading manufacturers of electronics, products for the consumer and professional markets. its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys". In late 1945, after the end of World War II, Masaru Ibuka started a radio repair shop in a bomb-damaged department store building in Nihonbashi of Tokyo. The next year, he was joined by his colleague, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo K.K.,(Tokyo Telecommunications Engineering Corporation). The company built Japan's first tape recorder called the Type-G.

• Ownership

Its founders are Akio Morita and Masaru Ibuka, and current chairman, CEO is Howard Stringer. Since June 2005, he has been chairman and CEO of Sony overseeing the entire businesses of Sony, including its media and electronics subsidiaries such as the Sony Computer Entertainment, Sony Music Entertainment, Sony Electronics, Sony Pictures Entertainment and Sony Financial Holdings. Revenue of sony for year 2009 – 2010 $77.205 billion.

• target customer profile

The target customers include the middle class, above middle class and upper middle class as it includes all wide variety of products each in various segments.

• product-related attributes
the core brand attributes of Sony make it credible and acceptable for Sony to extend the Sony brand into laptops and digital cameras however they are not credible and acceptable to extend the Sony brand into sports clothing.

• brand elements

Sony’s brand values are deeply rooted in its spirit of innovation, its proud history and the confidence of its customers. It is undoubtedly one of the most recognised brand names in the world. And Sony continues to raise the bar in terms of quality and consumer needs – and global and regional communications.

• communication

▪ Advertising

▪ Sales promotions

▪ Event sponsorships

• Branding strategy

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 IT products & components) and Game (such as PlayStation) and Entertainment (such as motion pictures and music).

• brand portfolio/ product

Television & Projectors

Batteries & Chargers

Home video

Other Accessories

Home audio

Home Theatre System

Digital Photography

Hand cam video camera

Computer Peripheral

Portable Audio


In-car Entertainment

Mobile phones

Storage & recording media

• Promotion

Promotion is a key element of a marketing program. Sony's promotional efforts are the only controllable means to create awareness among public about itself, the products & services it offers, their features & influence their attitude favorably.

Sony India will spend Rs 200 crore in this financial year on advertising & promotion of the entire range of consumer electronics, out of which Rs 60 crore will we spent only on digital imaging products.

The major elements used by Sony for promotion mix includes advertising, personal selling, sales promotion, direct marketing & publicity.


The continuous Youth Marketing Strategy aimed at capturing young consumers & enhancing an innovative brand image will also be employed through product groups, incorporating a series of out-of-box marketing campaigns to convey a unique lifestyle to consumers such as the Lets Color Strategy under which Sony makes its colour products available in all colour product groups, ranging from Bravia, Cyber shot cameras, to Walkman & VAIO laptops.

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