Brand Management: Analyzing Sony TV Channel's Brand Identity Report

This report analyzes the brand identity for a new Sony TV channel in the UK, focusing on the application of the Kapferer Brand Identity Prism to create and justify the brand's identity. The report details the brand architecture and various brand elements, including name, logo, tagline, color, and physical shape, and how they can be applied to build a strong brand. It also explores Sony's corporate brand, considering the business model, target customers (affluent customers, families, young professionals and early adopters), and stakeholders, including regulators, shareholders, and the potential impacts on them. The report examines how the brand identity aligns with Sony's existing corporate strategies and market positioning. The report also examines the Sony's decision to narrow its business focus to areas where it has a competitive advantage, such as camera sensors, videogames, and entertainment products, and how this affects the new TV channel. The analysis includes a discussion on brand image versus brand identity, the components of the Kapferer Prism (personality, physique, relationship, culture, reflection, and self-image), and the different types of brand elements (name, logo, tagline, physical shape, graphics, color, sound, movement, smell, and taste).

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Kapfere Brand Identity Prism......................................................................................................3
Brand Architecture.......................................................................................................................4
Brand Element.............................................................................................................................5
Outrage of Sony Company..........................................................................................................8
Sony’s Corporate Brand............................................................................................................10
Reference.......................................................................................................................................12

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Introduction
The brand identity is a concept in which the visible elements such as name logo, color
that distinguish and gives identity to a particular band. The audience experience and their
perception determine the identity of a brand. In order to build strong and endure brand identities
the business uses a concept which is famously known as The Kapfere Brand Identity Prism, this
prism makes a clear attempt in order to form a diagram or a map which enables to set out
different varieties of qualities and characteristics which effectively forms a faceted brand, this ois
greatly based upon how the brand image is shaped according to the audience perception and
experience.
Discussion
The concept of brand image differs from brand identity; the key difference is; the brand
image shows the reality today, the perceived image by the consumer but the brand identity shows
how one want to be perceived which is developed by the company. The predominant idea behind
the brand name identity permits the audience to understand and analyze the brands intention and
how effectively it assess in the market and adapt change approaches in order to seek best results.
The key components which impacts a brand identity is personality, culture, physique,
self-image and reflection. Understanding the above mentioned components Kapferer, focused on
identifying six option of a brand identity; it provides an option for deeper inner inspiration which
helps t connect with the consumers.

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Figure: 1 Kapfere Brand Identity Prism
(Source: Mat Martin. 2019)
A powerful brand name would facilitate the business to from a clear and healthy
relationship and gives a parameter to be solely remembered and recognized (Martin, 2019).
Kapfere Brand Identity Prism
The Kapferer elements are described below:
Personality: A brand has its own personality; by the way of communicating it has built
character. The way in which it communicates with the products shows what kind of person it
will be if it has to be a human. For example: the brand Coca-Cola’s playful and happy persona is

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represented through its bold color choice, brand message and with it scripted font. The Sony
gives the personality feature through its innovation and simplicity.
Physique: The qualities and physical features of the brand. Kapferer stated that this component
identifies the idea of the brand, this could be less complicated if the product is tangible. The logo
of Sony is quiet simple and with elegant font. They are well-known in the industry and have
forward thinking.
Relationship: The relationship here is dented to the positioning of brand within the customers
the positioning mean creating awareness or where the brand fits in the minds of the customer
(Martin, 2019). The emotional and friendliness attachment with the product has a strong
connection with the customers. This kind of relationship is seen in Sony users.
Culture: This refers to the value system and on the principles on which particularly the brand
bases its behavior. The Sony has bought dynamic changes in the industries by creating new
innovations through technology and with infusing culture.
Reflection: This component refers to the promotion and branding for the stereotypic users, Sony
as a brand reflects the connection as their main key in order to attract its users of all ages. It
highly focuses on the target market and uses this in their messaging.
Self-image: There a clear difference between reflection and self-image, the self-image deals by
understanding a customer’s ideal identity such as “how they want to look and behave; and what
they aspire to”(Martin, 2019).

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Brand Architecture
Brand architecture is defined as the system which organizes brands, the products aids the
audience to relate and assess to a brand. It depicts the relationship between the brands- how
brands are different and what they have in common and how the brands support each other. The
brand architecture must be a blueprint for increasing the value of the brand portfolio by
providing clarity to the consumer and to the internal organization.
The Sony T.V channel is using the original brand name as Sony, Sony is also confined
with some products which are devoid of the brand name and thus it is commented as Sony as a
brand has many brand architecture. The Sony T.V is endorsed under the wing of architecture.
The extension of a brand is given their own identity and with right market strategies it possess
possesses their own independence in the market. The endorsed brand tends to rely less on the
master brand as they try to be independent and function on their own but however, the
consumers will expect the same amount of customer satisfaction as they were getting through the
master brand.
Brand Element
Generally, the brands are the combination of intangible and tangible elements such as,
visual design elements (logo, typography, tagline, color, packaging and so on). The brand
element can be formulated by auditory, visible and olfactory brand identity. For example: the
letterheads, the color pallet, the complete tag line, the promotional materials, electronic
communication and messaging signage and the other tangible parameters of the brand that aid in
structuring its sensory identity within the market and in the minds of the customers. As a full
service promoting agency with the most affective of expertise and information serving to a range
of people builds a discernible brand. (Marketing91, 2019)

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The different types of brand elements are:
Brand name: The brand name refers to the phrases, words which are used to identify the
product or service, company or the concept or the other cores values of the brand (Marketing91,
2019). The name or the phrases can worth millions and possess great value to the company.
For example: The brand name with Sony, it already gives the perception of great value, since it
has been enduring in the market since long. Therefore the name of Sony itself creates value and
it has underpinned in the market in past days.
Brand Logo: A logo is basically a virtual trademark that represents the brand with its visual or
designed element.
For example: The Sony brand adapts a unique font, it is evident that the Sony’s endorsed brand
does not have the same font but Walkman and PlayStation have the similar font as their parent
brand Sony. The T.V channels are trying to attract the customer by adapting the same strategy.
Theme line: The theme lines basically are the taglines or a catchphrase which is attached to the
brand which gives more understanding and meaning to the product and the company.
For example: Sony has also adapted some attractive taglines in the past years, but now the
current tagline is “Be Moved”. The tagline for Sony totally fits for the brand as the company
believes in innovating and adapting new technologies in order to get better quality products.
There is always new innovation in their previous products and provide better new products.
Physical shape: The physical shape denotes to the distinctive shape, it can be the trademarked
element of a specific brand; it can also be referred as the brand identity.

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For Example: The Sony as a T.V channel provides service to the consumers which allow
streaming their favorite movies or shows. The provided service does not require any kind of
physical shape and can be stored in online server, therefore there is no specific brand identity
attached to it.
Graphics: The graphic elements indicate the representation of a brand using lights and seeking
attention from the customers. It also aims at providing brand identity
For example: The Sony PlayStation mark the graphical logo which is seen quite everywhere, the
graphical texture attract the gamers and the children to buy the PlayStation
Color: The color also plays a major role in brand identity; The Sony Company also represents
itself with color blue the company uses bright color and adopts and makes a streaming service or
TV channel. The bright colors bring focus towards the products or the service, therefore Sony is
smart enough to use bright blue color in order to attract the customers.
Sound: The sound is a crucial factor in assisting brand identity a set of unique noes or pitch
helps the company to distinguish their product or service. For example: the T.V channel or the
streaming service should adopt to Sony’s pleasant tune of opening, or set any sort of other
pleasant tune that attaches itself to its theme.
Movement: The movement indicates the way how the product take a shift condense or expands
with reference to its functionality or the nature (Marketing91, 2019). Since, the Sony provides
T.V channels as service provider than a tangible product it is likely to be less vulnerable for a
sudden shift and this utility would not fit into the service.

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Smell: The smell element also plays a crucial role in brand identity but it is more applicable in
food industry therefore the Sony brand does not have any connection with the brand element of
smell. For example: When we enter in Starbucks we can differentiate by the smell itself from
watching a streaming service at home.
Taste: Taste is another factor for brand identity, but there is no relevance for taste in Sony. It is
highly preferable in food industry and business.
Outrage of Sony Company
The Sony Company believes that in order to leverage its profit, revenue and return on
equity base it has to focus on the business into narrower base of the band of the products. It has
been stated by the team Sony that “it will no longer look to pursue growth in business areas
where intense competition puts it at a disadvantage”. One such example is smartphone, the
company has struggled hard strategically and tactically in order to compete with the Samsung
and Apple, as well as with the budgeted smartphones with the Xiaomi and Huawei (Business
Insider, 2019). Sony is determined in manufacturing and creating smartphones and T.Vs it will
not “rule out considering an exit strategy” particularly in this area. It is evident that Sony will
probably shift to a more profitable business area with strategic implementations and innovation
such as camera sensors, videogames and entertainment products.
The idea of streaming services and T.V channels it is good opportunity and profitable for
Sony. It has all the resources which need to be assessed for a good start and in to compete with
big brand names in the market. Sony has spent its resources and got established what they are
good at there are evident which gives an overview that how Sony has underpinned its name and
fame in the market. There are good reviews by the Nikon lenses regarding Sony. The avid games

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also choose Sony instead of using Microsoft owned XBOX. The strategies and the frameworks
suggests the entertainment services unlike Netflix and Amazon Prime, comparably it is more for
the gaming and the music industry. This is more of a music and gaming industry. There are many
new entertainment services such as Twitch that provides the users with gaming videos and live
streaming of their games as well. There was a time of using T.V channels but with new
innovations and technological advancements the companies need to adapt the current changes in
the industry.

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Sony’s Corporate Brand
Customers
For any company the customers and stakeholders are the key assets. Sony’s provides their
customers with electronic merchandise lime mobile phones recreation consoles and networks,
televisions, Blu-ray players and cameras. This merchandise area unit mainly aimed at affluent
customers, families, young professionals and early adopters (Cleverisim, 2019).
With reference to the T.V channels, effective target consumers are very important; the
target consumers must be of the age 16-21 years old. Since, the chosen target consumer of this
age are more active and are technology driven than any other age group and have the ability and
capacity to cope with the modern day information and advances. Therefore, adapting the gaming
side of things would bring more profit and would be beneficial for the company.
Stakeholders
The following area states the stakeholders organized in step with Sony’s prioritization in its
company social responsibility strategy:
1. Shareholders
2. Customers
3. Employees
4. Suppliers
5. Business Partners

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6. Local communities
The company focuses on the CSR policies and strategies on that is corporate social
responsibilities that spans and spreads a common interest among the variety of neutral teams.
Sony in the same way maintains a good pace with the community and citizenship, as well with
their property in order to boost their business and bring attention of the consumers towards the
company. Sony shows satisfactory performance in availing the corporate social responsibility
(Cleverisim, 2019).
Shareholders
The majority of the shareholders of the organization are individual and foreign
investments. It is an obvious reason that the shareholders would provide financial aid to the start
of up such a venture unless a clear direction has been provided and skeptical approach towards
their investment in Sony. Therefore, it has become a great deal and against the strategy keeping
this view in mind the shareholders are less in favor to this approach.

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Reference
Business Insider. 2019. Here's Sony's new business strategy - Business Insider. [ONLINE]
Available at: https://www.businessinsider.com/heres-sonys-new-business-strategy-2015-2?
r=US&IR=T. [Accessed 14 May 2019].
Cleverism. 2019. Sony | Jobs, Benefits, Business Model, Founding Story. [ONLINE] Available
at: https://www.cleverism.com/company/sony/. [Accessed 14 May 2019].
Marketing91. 2019. What are Brand Elements? 10 Different Types of Brand Elements.
[ONLINE] Available at: https://www.marketing91.com/brand-elements/. [Accessed 14 May
2019].
Mat Martin. 2019. Branding – The Kapferer Brand Identity Prism · Mat Martin. [ONLINE]
Available at: https://matmartin.co.uk/blog/kapferer-brand-identity-prism/. [Accessed 14 May
2019].