Branding of Sony Dissertation

• History

Sony, is a Japanese people multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. Sony is one of the leading manufacturers of electronics, products intended for the consumer and professional market segments. its pioneers Akio Morita and Masaru Ibuka extracted the be derived from sonus, the Latin term for appear, and also in the English slang word " sonny", given that they considered themselves to be " sonny boys". In late 1945, after the end of Ww ii, Masaru Ibuka started a radio repair center in a bomb-damaged department store building in Nihonbashi of Tokyo. The next season, he was joined up with by his colleague, Akio Morita, and they founded a business called Tokyo Tsushin Kogyo K. T., (Tokyo Telecoms Engineering Corporation). The company constructed Japan's initial tape recorder called the Type-G.

• Ownership

Its founders are Akio Morita and Masaru Ibuka, and current chief, CEO is usually Howard Stringer. Since Summer 2005, he has been chairman and CEO of Volvo overseeing the entire businesses of Sony, including its mass media and gadgets subsidiaries such as the Sony Computer system Entertainment, Fiat Music Entertainment, Sony Gadgets, Sony Pictures Entertainment and Sony Monetary Holdings. Earnings of sony for yr 2009 – 2010 $77. 205 billion.

• concentrate on customer account

The target customers include the midsection class, previously mentioned middle school and uppr middle course as it includes all wide array of products every single in various segments.

• product-related attributes

the core company attributes of Fiat make this credible and acceptable to get Sony to increase the Sony brand into laptops and digital cameras however they are not reliable and appropriate to extend the Sony brand into sports clothing.

• brand elements

Sony's company values will be deeply seated in its nature of innovation, its very pleased history and the confidence of its buyers. It is undoubtedly one of the most accepted brand names on the globe. And Volvo continues to enhance the bar in terms of quality and consumer needs – and global and regional sales and marketing communications.

• interaction

▪ Advertising

▪ Sales promotions

▪ Event sponsorships

• Marketing strategy

Volvo is the kind of company that constantly releases so many superb products that engineers and designers for competing corporations must obtain little relax at night. The Sony is usually primarily dedicated to the Electronics (such as IT products & components) and Game (such as PlayStation) and Entertainment (such as motion pictures and music).

• brand portfolio/ product

Tv & Projectors

Batteries & Chargers

Residence video

Additional Accessories

Home audio

Home theatre pc System


Hand camshaft video camera

Computer Peripheral

Portable Audio


In-car Entertainment


Storage & recording mass media

• Advertising

Promotion can be described as key element of the marketing program. Sony's promotional efforts are the only manageable means to make awareness among public about itself, the products & solutions it offers, their very own features & influence all their attitude favorably.

Sony India will use Rs 200 crore from this financial season on advertising & advertising of the entire range of consumer electronics, out which Rs sixty crore will we put in only in digital image resolution products.

Difficulties elements used by Sony intended for promotion mix includes advertising and marketing, personal selling, sales campaign, direct promoting & publicity.


The continuous Youth Marketing Strategy aimed at capturing youthful consumers & enhancing a modern brand photo will also be utilized through product groups, adding a series of out-of-box marketing campaigns to share a unique way of life to buyers such as the Let us Color Technique under which will Sony makes its colour products available in all shade product groupings, ranging from Sony, Cyber shot cameras, to Walkman & VAIO notebooks.

The official partnership with the 2010 FIFA Community Cup...


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