Branding of Sony Essay

1155 Words Dec 22nd, 2010 5 Pages
• 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
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For ex: Bravia TV or Sony wega TV.

2. It targets those favorable television programs, like sports, series & it also has its own TV channel called Sony TV Channel.

3. Sony uses some events like Miss India 2008 to promote its products

4. It advertises its laptops using sports like football in England Premiere League.

5. Sony also uses direct-response advertising, thus encouraging the consumer to respond by providing feedback to the advertiser.This is usually done through mails & catalogues.

6.It also incorporates co-operative advetising by providing the dealers with materials guidelines to develop ads for print & radio commercials.

Place and distribution

Sony being the company which positions itself as a seller of durable & high-end products, it is practicing selective distribution of its products from the selective dealers i.e. SONY WORLD.


Pricing decisions are always made in consultation with the marketing management. Price is the only marketing mix that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, etc influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers.

For Sony series of various products, Sony has tried to categorize them according to style, user, purpose, mobility& performance

SWOT Analysis for Sony Corporation

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