Welcome to the world of SONY презентация

Sony as a brand has made its mark in the Entertainment sector and is a huge co-operation company with its distributors almost in every part of the world.
Hence, we’ll try to analyse each and every characteristic of Sony as to how did it build its brand among the people. Thus, these are the following aspects of Sony that helped in building its brand.
INTRODUCTION

SONY Corporation (ソニー株式会社 Sonī Kabushiki Gaisha?) or commonly referred as Sony is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. The company was established on May 7th 1946.
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 them to be “Sonny Boys”, a loan word into Japanese which in the early 1950’s was defined as Smart and Presentable Young Men. The current slogan for SONY is make.believe.
Brand Name

Here, the name SONY itself has been the Logo for the company for so many years. As seen before the word Sony is taken from a Latin word which is defined as Sound. Sony logo is a combination of a Wide Latin, Times New Roman or Century font that is white in colour with the current tag line make.believe and a background which is Black which gives it a very stretched and easy to identify look. This though is only for television.
Otherwise the Logo is SONY (black). The customers of Sony can easily notice the logo in any part of the world. Sony logo stands out because of its name which is unique and also it cannot be copied by anyone else.
Brand Logo

Sony has been involved in everything that revolves around entertain-ment from music, to Sony pictures, Sony Ericsson, etc. Its name and brand has had an impact on its consumers and will continue to do so. Its uniqueness lies in its variation in products, the name Sony and the way the advertising is done for the products.
For example: - Sony Ericsson ads or the walkman series, etc.
1. Sony is unique due to its Logo and the way it is connected to every aspect of Entertainment. Its Brand Extension which exceeds its reputation. Every product of the brand represents an integral part of the brands existence and its way to reach out to its consumers.
Brand Character

2The latest logo of Sony has Sony and the tag line make.believe written in white with a bold and stretched font. It has the ability to grab the consumers or the people’s attention. Simply because the name Sony and the brand has had an impact on the people for years. Hence, when the brand name is mentioned it is pictured to be a simple logo in white, which is the image the brand has created in the minds of the people.
Brand Image

2. The latest logo of Sony has Sony and the tag line make.believe written in white with a bold and stretched font. It has the ability to grab the consumers or the people’s attention. Simply because the name Sony and the brand has had an impact on the people for years. Hence, when the brand name is mentioned it is pictured to be a simple logo in white, which is the image the brand has created in the minds of the people.
3. Sony has close associations with the brand as it connotes that every product of it, has different features and look different. Sony also supports many causes and the go green factors in which the products are created by using less resource from the natural surroundings. The products are genuine and reliable.
4. Sony does not belong to any particular product type for e.g. Sony does not just manufacture cell phones but also cameras, TV’s, PSP, etc. Even though it produces products of the type i.e. meant for Entertainment. Every product of Sony may serve the purpose of Entertainment factor only but each product varies from the other.
5. Sony does not have a character representing its product, but it has many celebrities endorsing it. Thus, it has created a name for better identification by letting the celebrities display its features and by creating an impression that the product is used by them.

Sony before also it had the same Logo except with a different tag line/slogan. Its slogan was Like.no.other which later became make.believe. The advertisements of Sony increased as the new slogan was to be introduced to the people. This made it effective and impactful in implementing the new slogan with Sony as the Logo.
Sony’s standardized feature and traits are displayed through its variation in the advertising for each product, as it is different either with a celebrity endorsement and its music for the product. Even the uniqueness in every product and its features stands out.
Sony evokes a feeling of Sophistication among its consumers. It gives you the feeling of pride and prestige because that is what Sony represents everything that is New and Stylish in the Entertainment sector.

The elements a Brand Symbol must comprise of as for Sony are as follow:
Awareness of the Brand- Sony has made its impact on the people for years. Through its ability to create new and improved things and for the way it advertises on the Television. Sony as a brand has laid its path even among the competing brands. People all over know Sony as a prestigious brand.
Likeability and Positive Feeling- Sony has made the people feel Sophisticated, Comfortable and close to the brand. It is said that Sony lets people voice their opinion about the product and then it makes the necessary changes to it. Its impact on the people is positive because Sony has covered as many parts it can in the entertainment sector and will continue to do so. Sony is reliable and easy.
Strong Memories for the Brand- Sony reminds people about various programs and products. But one of the constant reminders is Sony Entertainment Television on which shows like Aahat, C.I.D, Boogie Woogie, Jassi Jaissi Koi Nahin, Bournvita Quiz Contests, Kya Hadsa Kya Haqeqat, Dance Premier League, Deal Ya No Deal, Ghar Ek Mandir, Etc.
Brand Symbol

The process of packaging helps to create a strong brand.
The products are packed well with the logo upfront in bold and the product safely placed in the box so that it cannot get damaged easily.
The materials used for the packaging of the product are eco-friendly and hard due to which the product cannot get damaged. Less resource are used from the natural surroundings.
PACKAGING

Sony’s position as a brand ranks the best among others. Sony has a great distribution level and the advertising is done on a large scale due to which it has an impact on the people. Sony’s target audience varies according to the product. For e.g. The New Sony Walkman with an OLED screen is targeted towards the young adults. The marketing strategy of Sony lies in its Distribution and Advertising. Sony has built its name for years.
Brand Positioning

Sony has certain traits attached to it are as follows:
Sophisticated
Pride
Strong
Convenient
Easy
Respect
Warmth, etc.
These traits contribute in building the brand. It what defines Sony and this how people see the product or recognise it. It is treated as high and mighty compared to the other brands as it contributes a product in many parts of the Entertainment sector.
The advertising is the communication between the Brand and the people. It is the advertising that gives a detailed description about the product and its features. People have recognised it to one of the best commodities with particular traits attached to it. It creates a certain lasting impression on the people’s mind and attitude towards the product. It defines the relation between the brand and the consumers.
Brand Personality

The packaging of the product is done with materials that are sort of eco-friendly so that it does not affect the nature. Resources are less exploited from the natural surroundings. The packaging is creative and different. As seen in the article how Sony has taken a step towards creating a better tomorrow.
Sony Packaging Takes on a Green Sheen

The Core Identity of Sony is what the Brand’s slogan is all about make.believe which means to pretend or imagine. Sony deliver’s “new & trendy” products and message. It produces products with the best feature and each has certain uniqueness to it. The core identity represents the timeless essence of the Brand.
Here the timeless essence of the Brand is that it delivers new, trendy and best products. It also lies in the slogan make.believe which creates a certain impression on the consumers. Sony is known for producing the latest products with distinct features.
Product thrust- Entertainment, new & trendy.
User Profile- Famous celebrities like Hrithik Roshan and Kareena Kapoor using the product on a daily basis as it provides the best and latest in technology.
The Core Identity

The Extended Identity of Sony are as follows:
Brand Personality: Sophisticated, Pride, Strong, Convenient, Easy, Respect, Warmth, New, Stylish, exciting, cool, innovative, etc.
Basis for Relationship: hanging out with cool people or celebrities who want the best and latest in technology, specially cell phone, laptop, etc.
Subbrands: Samsung, LG and many others.
Logo: “Sony” the name.
Slogan: make.believe
Organisational associations: It is connected to the latest technology in mobiles, tv, camera, headset, PSP, etc and is also connected to celebrities which is innovative and constructive.
Endorsers: Famous actors of Bollywood like Hrithik Roshan, Kareena Kapoor, Deepika Padukone, etc.
Heritage: Developed all kinds of electronic products in Tokyo, Japan.
Extended Identity

Sony had started its company on May 7, 1946 and has had the following extensions that were added to it later, which are as follows:
Sony Ericsson, October 1st 2001
Sony Entertainment Television, October 1995
Sony Pictures Entertainment, Inc. It was founded in 1987 as Columbia Pictures Entertainment, Inc. then was renamed in the year of 1991 as Sony Pictures Entertainment, Inc.
Brand Extension

Sony Computer Entertainment, Inc. was established on November 16th , 1993.
Sony PlayStation was founded in the year 1994.
Sony Walkman was introduced on July 1st , 1979.
Sony Music Entertainment was launched in the year 1991-2004,then was again reintroduced in the year 2008 and is still there.

Sony Vaio Laptops started in 1996 with PCV series but made changes to the product and its features since then.
Sony Bravia TV was introduced since 2005.
Sony Cybershot started in 1998. The first camera was a DSC-D700 (1344 x1024) and DSC-D770 (1344 x1024).