Sony Brand Equity Report

This report comprehensively analyzes Sony's brand equity strategy for its newly launched TV channels in the UK. It begins by defining brand elements and their importance, then delves into a business analysis of Sony's current market position and the research methods employed. The report examines key aspects of brand building, including brand name selection, logo and symbol design, and slogan creation. It utilizes Keller's Brand Equity Model to assess the brand's potential and impact on various stakeholders, including the audience, advertisers, distributors, and Ofcom. The analysis considers how these stakeholders will be affected by the success or failure of the new channels. The report concludes by outlining possible scenarios and emphasizing the crucial role of brand identity in the success of Sony's venture into the UK television market.

SONY ASSIGNMENT

Table of Contents
Executive Summary.........................................................................................................................1
1.1 Purpose of the report.............................................................................................................1
INTRODUCTION...........................................................................................................................1
1.2 Aims and Objectives.............................................................................................................1
Business Analysis............................................................................................................................1
2.1 Current status........................................................................................................................1
2.2 Research methods.................................................................................................................5
2.3 Item 1 Analysis.....................................................................................................................5
2.4 Item 2 analysis......................................................................................................................7
CONCLUSION..............................................................................................................................13
3.1 Possible Scenerios...............................................................................................................13
REFERENCES..............................................................................................................................14

Executive Summary
1.1 Purpose of the report
Brand is a name, term, design, symbol that is publicly distinguished from other product
and services. Brand identify represent the characteristics of the company in the mind of
customers. The following report provides the depth knowledge and understanding about the
brand equity of new brand of Sony that is new Sony TV channels in the UK. Various elements of
the brand equity has been also discussed in this report with respect of Sony and how this new
brand of Sony TV channel are launched in the UK market has systematically addressed.
INTRODUCTION
Brand is design, sign and symbol, word that is creating an image of the company and
differentiate the company's product and services from its competitors. In a simple word it can be
said that a brand is a name, term, design, symbol that is publicly distinguished from other
product and services. Brand identify represent the characteristics of the company in the mind of
customers (Marquardt and et.al., 2017). Thus, organisation is responsible for creating a
distinguish product with unique characteristics. Company communicates its identify to the
customers through its branding and marketing strategies. It can be said that brand identity is a
medium of identifying and distinguishing corporation from the other company.
1.2 Aims and Objectives
The following project report provides the depth knowledge and understanding about the
brand identify and how it creates within the business enterprise for distinguish product and
services from the competitors. The impact of new brand identify upon the shareholders and
stakeholders has been also discussed in this report with respect of new Sony Channel in the UK.
Business Analysis
2.1 Current status
A Brand is a logo, tone, tag line and typeface and shape that create image of the company
in the mind of customer. Brand is a design, logo, symbol of the organisation by which company's
product and services distinguish from its competitors in the market. On the other hand brand
identify is the message the consumer receives from the product, person and things. It generates
the product recognition in the mind of customer. In a simple word it can be said that brand
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identity is how the organisation wants to be perceived by consumers (Choi, 2017). It reflects that
what consumer perceived and recognised about the product and services of the organisation. If
brand identify of positive then customer automatically attract toward the company. On the other
hand if brand identify is negative in the mind of customer then it will negative impact on the
mind of customer and they do not purchase the product.
The Sony is one of the Japanese multinational conglomerate corporation that have
various kind of business related to electronics, gaming, entertainment and financial services. The
group consists of Sony company, Sony pictures, entertainments, Sony interactive entertainment,
Sony music, entertainment etc (He and Balmer, 2017). Now, Sony is going to design the Sony
new TV channels for enhance its market share and profitability in the UK market. This new
brand of Sony may reflect its existing image and position in the market of UK and huge affect its
stakeholders and shareholders. Firstly Sony company needed to consider on the brand elements
which hugely influence to the planning and structure of the new brand. These brand element may
assist corporation to design a clear n path of success and effective image of the company in the
market. Thus, it is very important for the Sony to take consideration on various brand elements
which are as follows-
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 Brand identity- It is just a recognition by which customer can able to recognise and
know the name of company that manufactures certain products and services. Brand
identify is a medium by which customer recognise the brand and its products and
services. It may be by logo, symbol, design or other associated visuals. Sony company's
logo is very simple and recognisable worldwide with its punchline that is “Make
Believe”.
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Illustration 1: Brand Elements
Source: He and Balmer, 2017

 Brand image- Brand image is the idea of the brand that people develop in their mind. In a
simple word it can be said that what customer actually thinks about the product and
services is also known as brand image. For example, Sony company is famous for its
high quality of electronics and entertainment. Brand positioning- Positioning is a criteria by which product is placed in the market. It
generally reflects what segment of the market it is targeting. For instance, Sony Video
games is developed for the children so its designed and shape contains with cartoons and
animations so as children can attracted towards. Brand personality- Brand personality is just like the personality of individuals which
certain personal qualities that we associated with particular brand. Brand equity- It is value and importance of the brand which includes financial value such
as market share and profitability. In addition to this intangible aspect is also included that
is strategic benefits of brand. Brand experience- Brand experience is all about the experience of customer while they
using the product and services of the organisation. For example, while using the Sony
Xperia mobile phone, customer having the high quality of picture and sound experience. Brand differentiation- Brand differentiation is that attribute which aid to the company's
product and services to stand out from the various competitors and similar organisation. It
assists organisation in differentiating its product and services from the other in the
market. Brand communication- Brand communication is a process under which company's days
about its product and services features, quality and traits by use of brochers, adverts,
punchlines and hoardings. If the brand has to grow, it must be able to clearly
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communicate its core benefits to the customers. It can be said that brand communicate is
a information which organisation says to the customer with respect of product and
services.
 Brand gap- Brand gap is a kind of difference between the what actually delivers by the
company to customer about the product and services and what it actually communicates
with them in terms of brand promise.
2.2 Research methods
In the following research study, company have to analyses and implement various kinds of
research methodology such as research philosophies, research approach, research design,
research techniques, data collection. Generally in this report, secondary data has been taken from
the various secondary sources such as books, journals, online websites, blogs etc.
2.3 Item 1 Analysis
As per the above discussion it has been ascertained that there are various elements of
branding which defines a overall knowledge about the brand of company. Sony is going to
launch its new brand that is TV chancel of Sony from which company need to consider on the
following points-
 Brand names- Brand names must be chosen with six general criteria of memorability,
meaningfulness, likeability, transferability, adaptability and protect ability in mind. The
said company going to launch new Sony TV channel so its brand name is Sony TV.
 Logo and Symbol- Logo and symbol plays a critical role in building brand equity and
brand awareness. Sony TV will have its won logo and symbol.
 Slogan- Slogan is a short phrases that communicate descriptive information about the
brand. Sony channels slogan will slogan about “Make Believe”.
In the new Sony TV channel ion the UK, corporation will use the following Logo and colour of
logo which develop its won image in the market. From the various colour seen in the diagram,
the company will use the red colour as new Sony TV channel. Red colour aids perceptions such
as brand personality. Generally there are major four colour for the new Sony logo that is
Functional for functional products
 Grey
 Black
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 Blue
 Green
Sensory social for sensory social product that is-
 Red
 Yellow
 Pink
 Violet
Company will user the Red colour because it is important colour and have a sharp look in the
logo of product and services. It also uses for the First aid and stop any activities and programs.
Colour theory define the systematic colour combination which help to the individual in design
the systematic and well structure product. With help of the colour theory, individual can design
an impressive product and satisfied the customer need and wants.
2.4 Item 2 analysis
Keller's Brand Equity Model-
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With assistance of this model, company can understand about how to launch a new product
effectively in the market. This model consist with four major stage that needed to follow for
build and manage a brand that consumer will support-
The new channel have been introduced in the market so that they can able to entertain the
existing and new customers in the market. As the customers get bore while watching the same
thing on the TV. So it is very important for the company so launch new and attractive channel
for the client. The objective of launching the new channel is to attract the large customer and
retain them for the long period of the time. If the clients are loyal for the company, they will
bring new customers and this will enhance the productivity of the organisation. There are various
promotion activities made by the company such as free subscription for the initial time, addition
more time to the one series of the channel, providing discounts and coupons to the existing
customer and providing attractive advertisement in the TV, radio and interment. Now as days the
people are more virtual they do not understand the physical language, they can able to
understand the language which is going virtually so the company can grab this opportunity and
generate high revenue with the loyal customers.
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Illustration 2: Keller Early Model
Source:(He and Balmer, 2017)
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Brand model is used to build the brand and to create value for the corporation. It assist to think
through every aspect and help the company to question our approach. In order to understand the
competition, Brand model aids to the company. The major benefit of the brand model is to
greater loyalty, less vulnerability to competition actions, less vulnerability to crisis and larger
margin. With assistance of this brand equity model, Sony can improve its brand image in the
market. This model have main objective is to enhance the brand image in the market. With
assistance of this, marketing agent more focus on the actual needs and wants of the customers.
This mode also assist in developing an effective relationship with the customer and the
organisation. Sony can easily acquire the new customer toward the business enterprise while its
marketing representation effective implement this model knowledge in the business. Sony
corporation brand fit it's with all stakeholders like customer, government, supplier, investors etc.
It effectively meets the all requirement of all stakeholder in an impressive manner.
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 Brand Identify- In the first stage, company just required to creating brand identity and
awareness. In this stage, comp research in the market for gain understanding about how
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Illustration 3: Keller's Brand equity Model
Source:Choi, 2017

customer view about the brand. In this stage, Sony company can also decide and analyse
the existing brand and its competitors in the market.
 Brand meaning- In the next stage, company analyse its existing performance that includes
primary characterise, features, product reliability, durability and serviceability also
addressed by the company.
 Brand Response- In this stage customers views and response will consider. It can decide
into two parts that is judgement and feelings. In this stage, customer respond to brand
according to how it makes them feel.
 Brand Resonance- Keller breaks resonance down into four categories that is behavioural
loyalty, attitudinal, sense of community and active engagement.
While Sony company launches the New TV channels then above element will consider. Its
various stakeholders and shareholder may largely affect by this new brand image. Major
following stakeholders will influence by the new TV channel launching which are as follows-
 Audience- Audience are major stakeholder for the Sony brand who daily view the
channel of Sony. The profitability and popularity about the new Sony channel will
depend upon the audience as they like the channels then the revenue and brand image
will increase and on the other hand if audience will not like the channels then brand
image and profitability will automatically decline.
 Advertiser- Advertisers are that individual who represent the channel or enhance the
popularity of new Sony channel in the UK television world. They are liable to represent
the Sony channels in the Television world so basically they purchase the new Sony
channel and represent in the UK Television. If this new Sony channels will like by the
audience in the Television world then Brand identify and image of Sony will increase.
This thing will beneficial for the Advertiser who have agreement with Sony brand
(Moreira Fortes and Santiago, 2017). By the increasing revenue and profitability,
shareholder's trust upon the Sony will increase and they purchase the share from the Sony
company due to its high brand equity and image. On the other hand if the new Sony
channel will not like by the audience then it will lose for the advertiser and they will not
take the agreement from Sony to deliver its channel in the Television world.
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 Distributors- Distributors are those individual who distribute the channel on the TV. In a
simple word it can be said that distributors are that medium who supply the Sony channel
in the television world. They are different brand like virgin, Tata sky, Videocone, Airtel
etc (Esser, 2018). These all are cable connectors who deliver the TV channel so basically
they are distributor who render the Sony channel in the UK television world. They are
also may affect by this new Sony TV channel as Distributors takes the risk for taking
agreement to launch this channel on its cable connection. If Sony TV channel will be like
by audience or if it popular on the TV world then the distributor may gain the advantage
of high market share and revenue. If new Sony channel will not popular then distributor
may unable to gain the profitability. Thus, it can be said that Brand identify of new Sony
TV channel may affect the distributor.
 Ofcom- The office of communication is commonly known as Ofcom. It is a government
approved regulatory and competition authority for the broadcasting, telecommunication
and postal industry of the UK (Akhtar and Rattani, 2017). Generally it provides licence,
policies, code of conduct to the organisation which is going to launch any new television
and radio related programs. Sony TV required to take permission from the Ofcom
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authority related to the new Sony channel in the UK television world. The major
objective of this authority of government is to protect the public from harmful or
offensive material.
CONCLUSION
3.1 Possible Scenerios
From this report it has been ascertained that Brand identity is very important for the
company while its launching something new in the market. Various elements of brand like logo,
slogan, Brand image, Brand positioning, Brand personality, Brand equity, Brand experience etc
that all needed to consider by the Sony company while it has launched the new TV channels in
the UK television world. From this report it has been also concluded that while Sony launch new
TV channel then its various share holder and stakeholders like distributors, advertisers, audience
and Ofcom may largely affected. If company earn the highest brand image and brand identify in
the market then revenue and market share of the company and its all shareholder will
automatically increase. It has been also concluded that Ofcom provides licence, policies, code of
conduct to the organisation which is going to launch any new television and radio related
programs. Sony TV required to take permission from the Ofcom authority related to the new
Sony channel in the UK television world.
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REFERENCES
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Brand structure and architecture
Brand is a strategic assets and it has power which can be leveraged. Brand architecture of the
Sony is a powerful tool and it assets in reducing the risk.It creates the order and lead to more
effective and consistent brand mangement to meet strategic goals.
In order to reduce the risk and leverage power, sony has much rto lose but levewrage power .
The major role of Sony brand in the portfolio is to attrct market segment not being covered by
other brand wiothin the organisation.
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