53438318 Final Ppt Sony Branding

8/10/2019 53438318 Final Ppt Sony Branding

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BRANDING CONCEPTS OF SONY


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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


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Something used to show customers that one product is different than the

products of another manufacturer.

Making our brand best than other brands.


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Branding concepts

Branding should be

simple

differentsafe

Promise , branding attributes and brand

personality


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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.


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Brand concepts

Branding ideas are classified based onwhether it comes under

Product

Service

Organization

Personality

Events &

geography


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Types of branding

Single branding

Double branding

Umbrella branding Endorsement branding


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Important features of branding

Recognition and royalty

Image of size

Image of quality Experience and reliability


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why the name SONY???

The Sony name was created by combining "SONUS," theoriginal Latin for "SONIC," meaning sound, with "SONNY,"denoting small size, or a youthful boy. It was chosen forits simple pronunciation that is the same in any language.

SONUS+SONNY=SONY


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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-establishedforeign companies.


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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.


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Contd..

They also made changes in the slogan , theycame up with S Mark, where in add it tells

Its SONY.

Later they used like.no.other Currently they are using make.believe


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Evolution of different Sony products

Home audio

Radio

Television

Video recording media

Personal audio

Video camera & digital camera

Computers

Robots


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Sony products

Sony vaio

Sony ericsson

Sony walkman Sony I-Pod

Sony cyber shot camera-sweep panaroma

feature.


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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.


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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.


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Contd

The chairman says , in April of every year a largenumber of new employees join the company , andwhat I always say to them is that we have manymarvelous 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 isincreasing the value of these four letters.

In other words, when you consider doing something,you must consider whether your action will increasethe value of SONY, or lower its value."


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Components of brand equity


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Brand design

The first Sony Design Centre was founded in Tokyo in1961.

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 Sonystrategy, Design at Sony developed globally and todaydesigners of various nationalities and backgrounds areplaying active roles in Sony Design from locations in the

US, UK, Singapore and China. Sony Design Global WebSite : http://www.sony.net/fun/design.
http://www.sony.net/funhttp://www.sony.net/funhttp://www.sony.net/funhttp://www.sony.net/fun


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Awards for Sony's brand

Good design award

iF design award

Reddot design awardIndustrial design excellence awards

Japan package design award


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How marketing , branding and advertising differs????


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What is TM,R,C????

Intellectual property (IP)

Refers to creations of the mind: inventions, literary andartistic works, and symbols, names, images, and designsused in commerce.

Industrial propertyIncludes inventions (patents), trademarks, industrialdesigns, 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


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conclusion

Branding importance

Higher brand awareness , high profit and sales.

Brand doesnt change but branding conceptsand design changes the products sales and

identity.


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53438318 Final Ppt Sony Branding

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