Brand and Brand Management Report: Sharp Corporation Analysis

This report provides a comprehensive analysis of Sharp Corporation's brand and brand management. It begins with an overview of the company, its products, and the challenges it faces, including competition and financial issues. The report then delves into Sharp's brand inventory, examining its brand positioning, brand identity, brand elements, communication strategies, and secondary associations. A key focus is on consumer-based brand equity, analyzing brand awareness, usage, judgments, imagery, feelings, and resonance. The report also includes managerial recommendations for improving Sharp's brand management, addressing areas like innovation, social media presence, and integrated marketing communication. Finally, the report concludes with a summary of the findings and suggestions for future strategies. This report is based on secondary sources, company websites, and other public information.

Running head: BRAND AND BRAND MANAGEMENT
Brand and Brand Management
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Table of Contents
1. Introduction:................................................................................................................................3
1.1 Brief overview of the Sharp Corporation..............................................................................3
1.2 Challenges faced by Sharp Corporation................................................................................3
2. Brand inventory...........................................................................................................................5
2.1 Brand positioning and brand identity....................................................................................5
Brand positioning of Sharp Corporation:....................................................................................5
2.2 Brand identity........................................................................................................................6
2.3 Brand elements, brand communication, and secondary associations....................................7
Brand elements contribute to building consumer-based brand equity.........................................9
2.4 Brand strategy........................................................................................................................9
3. Brand exploratory......................................................................................................................10
3.1 An analysis of consumer-based brand equity:.....................................................................10
3.2 Awareness and usage characterising this brand...................................................................11
3.3 Brand judgments and performance......................................................................................12
3.4 Imagery and feelings associated with this brand.................................................................12
3.5 Strong resonance of this brand............................................................................................13
4. Development of managerial recommendation:..........................................................................13
5. Conclusion.................................................................................................................................15

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Bibliography..................................................................................................................................16

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1. Introduction:
A brand is a service, product or concept that is distinguished from other products by the
public so that it could be easily marketed or communicated. In this report, Sharp Corporation, a
famous Japanese multinational company has been chosen to analyse its brand awareness.
1.1 Brief overview of the Sharp Corporation
Sharp Corporation is a Japanese company that manufactures and designs electronic
products. This organisation is a subsidiary of Foxconn Group, a Taiwan based organisation.
Sharp Corporation works in the consumer electronics industry and this organisation was founded
by 1912 in Japan. Headquarter of the organisation is in Sakai, Japan (Sharp-world.com, 2017).
Sharp Corporation provides products like televisions, home appliances, audiovisual goods, solar
cells, fax machines, mobile phones and electronic components. Currently, Sharp Corporation is
serving the worldwide basis. In Japan market, Sharp Corporation is one of the reputed brands in
mobile phone market. Revenue of Sharp in the year 2016 was 2.050 trillion yen. Sharp
Corporation has 42,860 employees in overall basis and only in Japan, it has 18,400 employees.
The philosophy of Sharp Corporation is to dedicate the business to use of innovative technology
to contribute to the benefits, culture and welfare throughout the world.
1.2 Challenges faced by Sharp Corporation
Taiwan based Foxconn Group took over Sharp Corporation is aiming to use Huawei to
make its global brand. Moreover, Sharp Corporation is the 10th largest television manufacturers
in the world in market share wise (En.yibada.com, 2017). However, in recent time, Sharp Group
is facing issue from Hisense Ltd as competition and it has been going through low margin and
limited potential in the world market. Foxconn spent $3.3 billion to buy Sharp and of late Sharp

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Corporation is facing the issue of brand management worldwide. Once, Sharp Corporation was
the innovator of various high-tech consumer electronic goods, however, for the low spending of
brand management, the revenue and net income of the organisation is getting low. Sharp
Corporation is facing the issue of treating Sharp brand as an asset in gaining a short-term
financial result. Sharp is getting out of focus on measuring the neglected brand image to build
the brand loyalty in the industry. Sharp is facing the issue of making new subcategories of
products in the market as creating innovative products leads to inhibit rivals in the market. Sharp
Corporation lacks the brand vision in working in the dynamic marketplace. Most importantly,
Sharp Corporation does not use social media pages effectively, it does not have Instagram pages,
though Sharp has a Facebook team in most of the countries it is working. However, it lacks
Integrated Marketing Communication to compete with competitors. Recently, Japan’s two major
banks Mitsubishi and Mizhuo gave loans (approx 84 trillion yen) to Sharp in order to keep the
brand afloat in the market and the organisation lost 150 billion yen in fiscal 2016
(En.yibada.com, 2017). Sharp is going to take the strategy of lower cost and competitive pricing
in the global market.
In this report, the analysis will be based entirely on information from public secondary
sources, company websites, as well as your own personal or professional experiences and
insights. Brand positioning and identity of the brand will be discussed in regard of Sharp
Corporation. Consumer based-brand identity will be explained with brand resonance. In the last
section, managerial recommendations will be given in order to improve the brand management
on a long-term basis.

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2. Brand inventory
2.1 Brand positioning and brand identity
Brand positioning is about fitting the product to one or more segments of the market to
make the organisation must apart itself from the competition. The positioning of the brand gives
the benefits to the organisation that it can get the products when the consumers think of the
brand. As stated by DuBois Gelb & Rangarajan (2014), strong brand position gives the brand a
unique, sustainable and credible position in the mind of the customers.
Relevance: Brand positioning must focus on advantages that are significant for the consumers
and the features of the products must reflect through it.
Clarity: Positioning of the brand should be made in a way that it could communicate with
customers.
Distinctiveness: In each of the market, there are some competitors with whom organisations
must compete based on promotions and prices. Companies need to offer distinctiveness to the
products or services. As stated by Kapferer (2012), cross-cultural and moral issues are there in
product positioning.
Brand positioning of Sharp Corporation:
Sharp Corporation focuses mainly on five basic factors of product positioning or
placement; brand identification, image, character, awareness and interaction. The products
positioning across Sharp is to include personal communications between Frontline workers and
clients to increase customer-based product value. Outcomes indicate that staff's brand-aligned
actions are most important in forming different brands' value when these manufacturers execute
efficiently, and on the other hand, most significant in forming acquainted brands' value when

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these manufacturers don't succeed customers. This has effects for the hiring of employees who
credibly fit with the product character, as considerably as the purpose of inner marketing
applications that can help product supervisors tactically place service manufacturers from the
inside out.
a) Sharp's core competence is in delivering the experiences in electronic products through
exceptional users' interfaces. Sharp Corporation is a more than 100 years old company and it
knows the taste of the consumers. The distinctive characteristics of Sharp's products retain their
ease of elegantly simple utilization. Since the beginning of the time, Sharp Corporation has been
focusing mainly the originality. This organisation is driven by innovative technologies that
amaze the consumers. Inspiring innovations which support the needs and experiences of
customers is the main branding motto of Sharp Corporation (Sharp-world.com, 2017).
b) Starting the revitalization of Sharp Corporation in the last year, when it was taken over
by Foxconn, Sharp is trying to migrate its product strategy and branding. Sharp is mainly famous
for Television manufacturing, however, it produces home appliances, audiovisual systems and
many other electronic items.
2.2 Brand identity
All the elements related to the products, company and service is brand identity and some
of the other elements are tone, logo, typeface and tagline that can create an appeal to the
customers. As stated by Batra & Keller (2016), brand identity is another category of brand image
and brand identity can send a message of about product recognition. The purpose of brand
identity is the setting a guideline of company's consistency that can exhibit leadership, support,
marketing and image of the company. In case of Sharp, corporate identity presents the concept of

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‘be sharp' that represents company's evolutionary step that can change the perception of the
company on consumers' end. The sharp brand also represents electronic manufacturer about
consumer-oriented that wants to unlock the innovations and it wants to inspire people (Founier,
1998). Sharp brand believes in surprising innovation and it highlights attractive lifestyle. Sharp
provides headline about ‘be inspired’, ‘be spirited’ and ‘be passionate’. Sharp uses the tagline ‘be
sharp’ that reinforces local level and product level of the organisation. This tagline is used as
communication materials and it is used in both horizontal and vertical ways. The Sharp logo can
be utilised on grey and white (40% of black or less). This tagline conveys the idea of ‘unlock the
inspiration in you’ and ‘be’ word is associated with the concept of describing the feeling.
2.3 Brand elements, brand communication, and secondary associations
Brand elements are associated with various components. Brand image is one of them,
brand image is about the people develop an image about the brand in their minds. It is the
expectation from the brand. In case of Sharp, people can expect about innovation and lower
budget. Another element is brand personality and it is about emotional qualities that are
associated with the brand. Sharp can be associated with the idea of innovation and creativeness.
Brand personality can be identified with logo colour. The white, grey, black and red colours are
associated with brand names and personality. In addition, the brand experience is about
customers' feelings about purchasing decision and overall feelings of the brand. Since Sharp has
outlets in various places, people can experience uniform standards. As stated by Fetscherin &
Heinrich (2015), brand differentiation suggests about the strategies for a brand takes in making it
stand out from the crowd. Sharp's television sets making them class apart from other television
manufacturers as Sharp produces everything in their own system. Brand communication is about
delivering the right message through correct sources like a brochure, adverts, hoardings and

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social media platforms. Sharp uses mainly internet system to communicate about the brand.
Domain Name System (DNS) translates the Sharp's site address and when people type the
domain name, it automatically sends this to right IP address. Sharp Corporation uses specified
colour for making the logo of the brand with value of 25-bit (RGB value) (Sharp-global.com,
2017)
According to Zarantonello et al. (2016), communication happens if the customer meets
the brand and this meeting can happen through advertising, sponsorship, editorial mention,
supermarket shelves and point of purchase sale. Communication is important for the organisation
as it impacts on the positive experience and that can affect the behaviour of the customers.
Communication in the brand is not one-way as it is now an interactive dialogue between
customers and company. Sharp uses media advertising that can promote the products and Sharp
uses simplistic approach. Sharp uses sales promotions strategy through free gifts and loyalty
programmes to the customers. Sharp has many outlets and it gives seasonal sales promotions to
the customers. Of late, Sharp has media station in most of the countries in which it operates to
communicate with customers in real time basis.
Marketers have options to facilitate the process of leveraging and these options are
associated with the distribution channel, countries and companies. The secondary brand
association is important in case customers are not aware of the facts. This process leads to the
approach to set a brand image on the customer. The secondary association helps the brand in
using the brand knowledge of another brand to reproduce the name to be ascertained (Brakus et
al. 2009). Sharp Corporation chose Foxconn as preferred bidder over Japan fund. Sharp is
focusing to manufacture 10M+ unit per year and they are going to produce the LCD panel for
major countries and use the supply chain of Foxconn.

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Brand elements contribute to building consumer-based brand equity
Brand equity is about building the commercial value that can be derived from customer
perception of the name of the brand and product. Keller's brand equity model talks about a brand
that can build the right type of experiences. As stated by Zarantonello & Pauwels (2015), the
performance of brand is about meeting the customers' desires and imagery is about products of
the brand must meet customers' desires in psychological and social levels. Sharp is tenth largest
manufacturers of electronic goods for consumers. In the second step, the brand meaning is about
making a communication to the target customer. Brand meaning is related to the imagery and
performance. Sharp's products meet the needs of the customers and their green level technique
informs the customers that organisation is aware of CSR. Next step is about the brand response,
it is related to the quality, credibility, consideration and superiority. Next step is about the brand
response, it is related to the quality, credibility, consideration and superiority. Sharp always goes
for quality through innovation. In addition, brand resonance is related to the behaviour loyalty,
attitudinal attachment, sense of community and active engagement. The brand equity of a brand
can be calculated through adding brand awareness, loyalty, association, quality and propriety
services (Aaker, 2014). Brand loyalty can be increased through marketing costs, trade leverage
and attract new customers.
2.4 Brand strategy
Brand strategy is a planning of development of successful brand that can achieve the
specific goal of the organisation. As pointed out by Pine & Gilmore (1998), the brand is not just
the product, logo, website or the name of the brand, it is more than that and it can be a
combination of all. The brand is intangible and while making the brand strategy, it is needed to
be clear about the purpose of the brand. Sharp Corporation makes distinguish between corporate

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brand message and brand platform. Sharp uses the strategic brand platform to deliver the
consistent message and these are communications materials. In a previous time, Sharp believes
in innovation, inspiration and communication. However, in recent time, Foxconn Group finished
the acquisition of Sharp. Sharp gave the license to UMC and Hisense. In the North America
section, Sharp provided a license to Hisense and in case of Europe, it gave license to UMC.
Foxconn set the brand strategy of Sharp to build again the Sharp brand with using vertical supply
chain. Sharp's main purpose is not just to sell the electronics product, but to create a better life
for customers. Sharp puts effort to use the brand platform and put the message of the brand in a
cohesive way. Customers are not always rational and they have emotion too, Sharp categorised
product and style guideline.
One of the elements of brand strategy is the target audience of the organisation, in B2C,
target audiences are the customers who can buy the products (Schmitt, 1999). Another element is
a brand promise and it is the message that speaks to target audiences. Brand perception, brand
values, brand voice and brand positioning are some of the other elements of brand strategy.
3. Brand exploratory
3.1 An analysis of consumer-based brand equity:
In case of brand identity, Sharp uses this to create brand salience in order to make a
perception that the brand must be stand out. PR team of Sharp finds out the customers of the
organisation and researches about them. In order to sell the product, Sharp tries to create USP as
the innovation and creativeness. Sharp management segments the market according to the target
customers and makes a different relationship with the brand. Sharp always goes for quality
through innovation.

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In increasing the brand meaning, Sharp has to increase the performance of the product and it
must exceed the desires and expectations of the brand. The brand personality of Sharp has
increased with imagery and performance.
Customers of sharp judge the product based on perceived quality and the products must
be relevant to the needs of the customers (Heslop et al. 2013). Lower prices, innovation and
research always increase the brand credibility. Sharp’s communication to the customers in
assessing competitors as well.
In addition, brand resonance is related to the behaviour loyalty, attitudinal attachment,
sense of community and active engagement. Sharp gives behavioural loyalty of brand through
gifts, purchase and loyalty programmes. Sharp engages the consumers and representatives
effectively.
3.2 Awareness and usage characterising this brand
Understanding the target market and the needs of the customers are very important as it is
a highly competitive marketplace. Sharp is in consumer electronic goods industry, growing sale
is required with achieving success. As stated by Huang & Sarigollu (2014), brand awareness is
about recognising and recall the brand from the perspectives of the customers. The main
considerations are the consumer behaviour, managing the advertisements and strategy
development. Sharp uses the social media communication and print media both to communicate
with the customers. Brand recall of Sharp is weak as it indicates a strong link between brand and
customers. Brand recognition is about customers' recognition in identifying the point-of-sale in
visual packaging. Sharp Corporation needs to increase the brand awareness through social media