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Brand Management of Sony

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Added on  2020-10-22

Brand Management of Sony

   Added on 2020-10-22

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BRAND MANAGEMENT
Brand Management of Sony_1
CONTENTSINTRODUCTION.................................................................................................................................1TASK – 1 (ARTICLE)..........................................................................................................................1TASK – 2..............................................................................................................................................3Brand Portfolio strategy of SONY.....................................................................................................3Hierarchy management of brands within portfolio............................................................................4Strategies for managing equities of the brand....................................................................................5TASK – 3..............................................................................................................................................6Strengths of the brand that can be leveraged......................................................................................6Weaknesses that requires attention....................................................................................................6Collaborative and partnership agreements.........................................................................................6TASK – 4..............................................................................................................................................7Brand value........................................................................................................................................7Brand awareness................................................................................................................................7Market share......................................................................................................................................8Consumer attitude..............................................................................................................................8CONCLUSION.....................................................................................................................................9REFERENCES....................................................................................................................................10
Brand Management of Sony_2
TABLE OF FIGURES Figure 1: Brand Hierarchy of Sony........................................................................................................5
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INTRODUCTION Brand management is a parasol which includes all the aspects concerning placement,marketing, distribution, advertising and design which supports in identifying, nurturing aswell as development of brand personality. Companies with strong brand image have thepower of differentiating their products from other companies operating within the sameindustry. Therefore, brand image provide a positive and quality image of the business in themarket (Banerjee, 2008). The current research study also pays attention on comprehendingbrand management and various related concepts, tactics and methods by using variedscenarios. Significance of branding and the ways of managing brand and its portfolio will beanalysed in the study. In addition to this, the report will also throw light on varied methods ofbrand leveraging and extension at the international and national level. Finally, differentmethods related to measurement and management of brand value will be explainedsignificantly. TASK – 1 (ARTICLE)As a marketing manager of an advertising company known as “Optimum ImpressionLtd.”, the main aim is to write an article for the new marketing brochure of the companywherein significance of brand and its management will be discussed. “Brand is Power”Focusing in relation with the brand, it is defined as an identifying symbol, sign, mark,product, object, logo and name from which the business is being known in the market.Further, the brand name supports the clients in making important decision in regards with theproducts and services of a specified firm. Consequently, it can be attributed that band is quitehelpful in deciding what products are of useful and of good quality and which are not(Morgan and Rego, 2009). “Optimum Impression Ltd.” is a prominent advertising companyfrom past so many years. They are offering high quality services to their clients effectively.Brand has helped the firm in achieving several things such as it helped in increasing thereputation of the firm, created trust and bond between the customers, helped in disabling newcompetition and easy distribution of products and services. Brand equity on the other hand, is the value of the brand which helps in decidingabout its worth. The value of the brand is being identified through the perception andexperience of the customers with the brand. If the customers of the company think high of a1
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