Brand rejuvenation a case study

Such an innovative culture differentiated Sony from the other consumer electronics brands for a very long time.

Brand Rejuvenation - a Case Study of Sony

How could such an iconic brand get into trouble? 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.

Further, Sony had the ability to sense the hidden consumer demand and create entire product categories through its innovative products.

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. Further, Sony was one of the early Asian brands to recognize the importance of branding, which was again supported and lead by the management team.

Innovation, to a great extent, defined the brand character of Sony. Sony is a classic case to prove the strategic importance of a visionary leader in carrying a brand to dizzying heights. 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.

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.

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. 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 points and such.

Such a complex maneuver proves even more difficult for an established brand such as Sony, as it will have entrenched brand structure, and brand management practices. Given the innovative edge, Sony emerged as the pioneer in almost every sector that it was operating in. Being the pioneer also offered Sony an opportunity to make more mistakes, test new ideas, and experiment with innovative concepts.

Sony grew to global prominence due to its ability to constantly create products even before other companies could conceptualize them. Being the first mover or in many cases, the inventor of the category, Sony had a great leeway in defining the rules of the game as it were.

Consistency is often mistaken by brands for complacency or static existence. What did Sony do wrong? Sony with the launch of PlayStation 3 seems to have stuck a chord with consumers once again after a long hiatus.

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.

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.

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. Consistency is often mistaken by brands for complacency or static existence.

When Walkman was introduced into the market, there was no existing market for portable music. It set the expectations for the other companies that entered the category.

What did Sony do wrong? Consistency in the branding lexicon refers to the ability of the brand to convey to the consumers in a single Obviously carrying out these two seemingly contradictory things becomes highly challenging.

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. Sony with the launch of PlayStation 3 seems to have stuck a chord with consumers once again after a long hiatus.

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.

But such a consistency should not come at the cost of the brand refusing to constantly adapt to the dynamic market structure.Brand Rejuvenation - a Case Study of Sony Words | 8 Pages. 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. Brand Rejuvenation - a Case Study of Sony.

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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. rejuvenation and also the issues in brand rejuvenation.

The study includes insights from the people involved in branding for various companies and many case studies of brands that have Issues in Brand Rejuvenation Strategies. Rejuvenation. 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. The Effect of Brand Rejuvenation on Customers’ Attitudinal and Behavioral Loyalty: A Case Study, Bank Mellat Iran Mohammad Ali Nassimi1, Hossein Vazifehdoost1, Hashem Nikomaram 1 and Vahid Reza Mirabi2 1Department of Business Management, Science and Research Branch, Islamic Azad University (I.A.U), Tehran, Iran.

brand rejuvenation strategies and organization performance: a case study of new kenya cooperative creameries limited by ibrahim mohamed abdi a research project submitted in partial fulfillment of the.

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Brand rejuvenation a case study
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