Transcript
BRANDING CONCEPTS OF SONY
BRAND DEFINITION
A name, term, sign, symbol, or design (or some combination there of) used to identify the products of one firm and to differentiate them from competitive offerings.
Example- SONY
Something used to show customers that one product is different than the products of another manufacturer.
Making our brand best than other brands.
Branding concepts
• Branding should be simple different safePromise , branding attributes and brand
personality
TYPES OF BRANDS
• Functional brands -here the functional dimension of the
brand is focused example-medicines, lakme products.• Emotional brands -here the emotions are more prevalent
than functions example-icici banks-life insurance.
Brand concepts
• Branding ideas are classified based on whether it comes under
• Product• Service• Organization• Personality• Events &• geography
Types of branding
• Single branding• Double branding• Umbrella branding• Endorsement branding
Important features of branding
• Recognition and royalty• Image of size• Image of quality• Experience and reliability
why the name SONY???
The Sony name was created by combining "SONUS," the original Latin for "SONIC," meaning sound, with "SONNY," denoting small size, or a youthful boy. It was chosen for its simple pronunciation that is the same in any language.
SONUS+SONNY=SONY
Changes in logo and slogan
• The first version of the logo, was enclosed in a square box ,registered as a trademark in 1955. Thereafter, the logo went through a succession of changes.
• In the 1960s,Sony began to seriously develop its brand image overseas ,where it competed with famous and well-established foreign companies.
Contd….
• In 1959, the catchphrase "Sony -- a worldwide brand born in Japan" was introduced to capitalize on the logo.
• This was followed by the slogan, "Research Makes the Difference.“
• They formed a design committee in 1973 and they design logo which is currently being used.
Contd..
• They also made changes in the slogan , they came up with “S Mark”, where in add it tells “Its SONY”.
• Later they used like.no.other• Currently they are using make.believe
Evolution of different Sony products
• Home audio• Radio• Television• Video recording media• Personal audio• Video camera & digital camera• Computers• Robots
Sony products
• Sony vaio• Sony ericsson• Sony walkman• Sony I-Pod• Sony cyber shot camera-sweep panaroma
feature.
Future Sony products
• First, e-Entertainment . . . personalized and available anywhere, anytime.
• Second, Digital Cinema . . . at the theater.• Third, Higher Definition . . . in the home.• And fourth, PlayStation . . . highlighting the
potential of the virtual, multi-media world of tomorrow.
• Blue Ray & 3 D glasses.
Brand equity and value
• In the minds of consumers, Sony is one of the world's greatest brands -- the company was once again rated the number one brand in the U.S. by the 2005 Harris poll.
• This is called brand equity.• INNOVATE INNOVATE INNOVATE ...that's how Sony
made its mark.• This is brand value.
Contd…
• The chairman says , in April of every year a large number of new employees join the company , and what I always say to them is that we have many marvelous assets here.
• The most valuable asset of all are the four letters, S, O, N, Y.
• I tell them, make sure the basis of your actions is increasing the value of these four letters.
• In other words, when you consider doing something, you must consider whether your action will increase the value of SONY, or lower its value."
Components of brand equity
Brand design
• The first Sony Design Centre was founded in Tokyo in 1961.
• The philosophy of ‘building high-performance, easy-to-use and beautiful products with a distinctive Sony flair’.
• Over the years and in line with the overall Sony strategy, Design at Sony developed globally and today designers of various nationalities and backgrounds are playing active roles in Sony Design from locations in the US, UK, Singapore and China. Sony Design Global Web Site : http://www.sony.net/fun/design.
Awards for Sony's brand
Good design awardiF design awardReddot design awardIndustrial design excellence awardsJapan package design award
How sony got popular?
• Sony brand is known worldwide through advertising public relations words of mouth period of establishment
How marketing , branding and advertising differs????
What is TM,R,C????
• Intellectual property (IP) Refers to creations of the mind: inventions, literary and artistic
works, and symbols, names, images, and designs used in commerce.
• Industrial property Includes inventions (patents), trademarks, industrial designs,
and geographic indications of source.• Copyrights Artistic works such as novels, poems and plays, films, musical
works, artistic works such as drawings, paintings, photographs and sculptures, and architectural designs
conclusion
• Branding importance• Higher brand awareness , high profit and sales.• Brand doesn’t change but branding concepts
and design changes the product’s sales and identity.
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