Branding of Sony
• 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
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