Brand Rejuvenation - a Case Study of Sony
Brand Rejuvenation - A case study of Sony
After a long time, a brand other than Apple is creating a global buzz about the impending launch of one its product. Sony with the launch of PlayStation 3 seems to have stuck a chord with consumers once again after a long hiatus. It was high time that one of the world’s iconic brands started reclaiming its rightful position as the leader of the consumer electronics market. Even though PlayStation 3 seems to have brought back some energy and zest for the brand, it is an irony that the life of such a strong global brand has come to depend on a single product. As one of the pre-eminent global consumer electronics brand which has enjoyed unparallel brand equity and loyalty, Sony is surprisingly a classic case study for what a brand should not do to erode its own brand standing in the market place.
Over the last couple of years, Sony has been gradually but surely slipping from its ivory tower and failing to keep up with many of its followers turned competitors such as Samsung, LG and others. What did Sony do wrong? How could such an iconic brand get into trouble? This article examines the brand lifecycle of Sony and more specifically address the issue of how Sony can rejuvenate itself and remerge as the global power brand and a force to reckon with.
Brand and focus
One of the highly discussed topics in branding is the relevance of maintaining consistency for brands in the current market place which is characterized by diverse cultures, increasingly empowered consumers and ever changing trends and consumer preferences. Consistency is often mistaken by brands for complacency or static existence. Consistency in the branding lexicon refers to the ability of the brand to convey to the consumers in a single voice across all customer touch points, the fundamental building blocks of any brand namely the brand identity, brand image, brand personality, brand essence, key performance indicators such as quality, features, price
After a long time, a brand other than Apple is creating a global buzz about the impending launch of one its product. Sony with the launch of PlayStation 3 seems to have stuck a chord with consumers once again after a long hiatus. It was high time that one of the world’s iconic brands started reclaiming its rightful position as the leader of the consumer electronics market. Even though PlayStation 3 seems to have brought back some energy and zest for the brand, it is an irony that the life of such a strong global brand has come to depend on a single product. As one of the pre-eminent global consumer electronics brand which has enjoyed unparallel brand equity and loyalty, Sony is surprisingly a classic case study for what a brand should not do to erode its own brand standing in the market place.
Over the last couple of years, Sony has been gradually but surely slipping from its ivory tower and failing to keep up with many of its followers turned competitors such as Samsung, LG and others. What did Sony do wrong? How could such an iconic brand get into trouble? This article examines the brand lifecycle of Sony and more specifically address the issue of how Sony can rejuvenate itself and remerge as the global power brand and a force to reckon with.
Brand and focus
One of the highly discussed topics in branding is the relevance of maintaining consistency for brands in the current market place which is characterized by diverse cultures, increasingly empowered consumers and ever changing trends and consumer preferences. Consistency is often mistaken by brands for complacency or static existence. Consistency in the branding lexicon refers to the ability of the brand to convey to the consumers in a single voice across all customer touch points, the fundamental building blocks of any brand namely the brand identity, brand image, brand personality, brand essence, key performance indicators such as quality, features, price