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
safe
Promise , 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 award
iF design award
Reddot design award
Industrial design excellence awards
Japan 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 doesnt change but branding concepts
and design changes the products sales and
identity.