Meaning of SONY

As sony-brand transistors became a huge hit oversea, the company changed its name to Sony in 1958. Sony is a combination of the Latin word ‘sonus’, which means ‘sound’ and ‘sonny’, a nickname for a small boy. This name reflects the company’s ambition to grow and corresponded to an image of vibrant youth. Sony issued ADRS (American Depository Receipt) on the New York Stock Exchange) in 1961, laying a stepping stone toward its development into a global company.

Advertisement of SONY

Walkman






For those Music related products, SONY usually use Artists which are under their music label SONY BMG Music for promotion.











SONY ERICSSON






SONY ERICSSON always use their logo as a sign to creat slogans for different specific mobile phone.













The idea is properly comes from the sign of I LOVE NY (http://www.roberthkeller.com/)











HANDYCAM
HANDYCAM usually use images of the user's "model"( in this case their targets are parents of those children)


Playstation

PS usually use crazy graphic to amplify the idea of PLAY

Aesthetics of Walkman

Elegant design, reminiscent of a fine musical instrument for performances, makes the Walkman NW-S700F/S600F series desirable. The player traces out flowing notes in its graceful curved lines and richly expressive violet coloring. In the NW-S200F series, what sets the player apart are textures and details recalling precious metals. The cylindrical shape and jog dial are unmistakably Sony. A look that goes with one's clothes, whether sporty or urban, is distilled into an appealingly simple cylinder.

Aesthetics of PS3

In design, Playstation 3 is compact and impressive. The shape accommodates thick components in the middle while the tapered ends make it streamlined. Gently curving surfaces look even more graceful from the glossy finish. The controller, which includes grips, is easy to hold and use.

Aesthetics of VAIO

A mini computer with maximum specifications. Small enough to fit in one's hands. Sliding the display up reveals a u-shaped surface, with rounded ridges on both sides that provide natural places to hold the unit, making keyboard input easier. A symbolic aspect of the unit, this u-shape also gives users a grip on all the features packed into the sliding format and sets the style for this form of mobile computing.

Aesthetics of Cyber-shot

The design of Sony DC usually focuses on its thinnest point. The subdued monotone coloring marks T7 as a camera for sophisticated users. The brushed metal case recalls stainless steel, and its slimness is accentuated by a curved top edge. On the right, the large strap loop provides ample space to rest one's finger, making this Cyber-shot feel more stable and easier to hold.Like Sony Ericsson mobile phones, the DCs of Sony is easily identified. When compared T900 with T7, we easily recognize its slimness and simplicity with the brushed metal case.


The colours again applied in the design of Sony’s DC represent different lifestyles and personalities toward to the users.

Aesthetics of Sony Ericsson

The design philosophy of Sony products is simplicity in a functionally appealing trendy design to costumers.


This first Cyber-shot phone represents a perfect balance of being a cellphone and a camera. K800 has the texture of both a mobile phone and camera by creating a contrast from the aluminum and rubber looking coating, and it presents the concept of “Visual tactility”.




The interface of Sony Ericsson mobile phones is recognized easily. The proportion usually concentrates on the Golden ratio to create the beautiful harmony. The arrangement of the keypads is simply and rational. The form mainly is geometric with organic details and round corners. Different colour themes targets to different users and lifestyles. Also, the metal-like coatings create different texture and emotions to the design.

All sub-brands' Logos of SONY

SONY is an empire of electronic products. SONY has a huge diversification of products and business in different catagories, serveral sub-brands were derived from it. There are Cybershot (camera), Alpha (DSLR), VAIO (laptop computer), HANDYCAM(DV), PS(gaming console), PSP(portable gaming console), Walkman(portable music player), Memory Stick(electronic storage), Sony Ericsson(mobile phone), BRAVIA( AV), SONY BMG (music label), SONY Picture (film production company) and their promotional slogan like.no.other etc .

Consumerism in Sony - Business Strategy

Ease of buying - online or in store

Sony Style Store– a direct sale sony online store

Delivery to home, or direct pickup of goods at the sony style store in Mong Kok or Causeway Bay

Consumerism in Sony- Slogan

1950s “Sony -- a worldwide brand born in Japan”
“Research Makes the Difference”
1980s – 1990s “It’s a Sony!”
Now “Like no other”


“Like no other” is Sony's new marketing tagline for our global electronics business.


The goal of using this slogan is to ensure that both Sony’s products and marketing activities truly convey the uniquely joyful experiences, which Sony brings to the lives of the users around the world - experiences that are 'like no other'.


It is therefore Sony’s hope and expectation that each individual involved in Sony's electronics business will continue to pursue their dreams, to create original and innovative ideas and will always retain a passion for technology, design and quality which is 'like no other'.


The products inspired by this will bring emotional value to their users which is unique to Sony and truly 'like.no.other'

Consumerism in Sony - Overlapping Function and Market

Phone with walkman function and photo taking function.

W series – Phone with walkman function


K series – Phone with cyber shot function

Consumerism in Sony - Product Segmentation

Product groups are divided into sub-categories to cater for different target groups of consumers. For example, walkman, digital cameras and mobile phones are divided into different series:

Walkman
X series High Performance
W series
A series
S series
E series
B series Simple and Basic Function

Digital Camera
T series Sleek and Trendy
W series
G series
S series
H series Professional

Mobile Phone
Normal Straight Style
Clam Shell Style
Sliding Style


Touch Screen Organiser Style

Consumerism in Sony - Innovation

Sony is the company of innovation. It developed new technologies, new models which encourage consumers to buy and change their products over time.

Innovative products
· Walkman (1979) – Create a new experience of listening to music while walking



· Compact Disc (1980s)




· Mini Disc (1992) – dominate the audio world in the 1990s
· Blu-ray Technology (2000s)

Design Direction 1970s

A simple and functional design was characteristic of Sony products in the 1970s. Approximately ten years after the launch of the first Trinitron TV, the color television market was maturing. Ohga, then deputy president of Sony Corporation, took it upon himself to develop a 13-inch color television with a unique design appealing to young people. This marked the birth of the "Citation" model. At the time, mainstream television design was centered on the "wood-grain" look, but the sleek and black "Citation," with its simple panel of buttons at the top, was a hit. Its success changed the course of television design.(www.sony.net/Fun/SH/,2009)

Sony Lifestyle - Passion, Sexy

Today, a lot of the advertisements use sexuality to sell their products. Some of the Sony advertisements adopt female bodies or love scenes to give a character to the products. They are either selling the appearance, such as shape and form, or the functions of the products.

Sony Lifestyle - A prediction from the past

This is the television of the future. This is the personal set predicted for the decade of the Seventies. So light and compact you carry it with you like a book, wherever you go. Put it beside your bed, on your desk at the office, outdoors for picnicking on the patio anywhere on its own rechargeable battery pack, auto battery or AC, with a picture so bright and sharp ordinary sets pale by comparison. Weighing only 8Ibs…. (Hold the future in your hand with Sony, 1970s’)

Sony Lifestyle - To be dynamic

Cyber shot T20/ W200: Convenient Portable Photo Album feature combines an ultra-bright, high resolution 3.5" LCD, dual library : 4GB internal memory or Memory Stick Duo^™ slot for storing hundreds of pictures, easy image management and password protection. Carry your memories in your pocket and share them anytime.

Alpha 350: A new king of the hill in the Sony a (alpha) DSLR lineup. Experience a new level in phenomenal control and inspiring features that let you focus on creativity.

Another Fashionable Notebook - Sony Vaio P

"The world’s lightest 8" notebook, the 1.4-pound VAIO^® P Series Lifestyle PC does more than you could imagine–with impeccable style. Email at the airport, IM from the park, or just show it off when you want some attention. Traveling to a new city? Turn-by-turn GPS navigation will get you there faster. Best of all, it fits right in your purse or jacket pocket."

"The P-series Lifestyle PC is one of the smallest laptops we've seen; it is almost similar to a UMPC, but with a traditional clamshell laptop design."

Fashionable and flashy, this ultra-portable Lifestyle PC makes a statement wherever you go. Choose from four colors, each inspired by the crystalline shimmer of natural gemstones.

Sony Lifestyle - Smallest and Lightest

Sony always strives to manufacture products that fit the Sony brand image. These products are usually classified and marketed as the "World's First," "World's Smallest," "World's Biggest," or "World's Best" products. By the same token, Sony approaches the design of new products in a way that nobody else has done before, emphasizing originality and uniqueness. Good examples include the Walkman, Profeel and Handycam products.

Sony product range

Sony's products are mostly entertainment electronic devices such as music player, mobile and game console... Sony was founded in the early years of post-war Japan and has attempted to make consumers' lives more convenient by developing and producing innovative products such as walkman and the campact disc.

not very new but it is amazing

Good website about Sony branding

You will find some good information about the branding of Sony from these elements:

• Logo usage
• Tagline usage
• Typography
• Color
• Photography
• Graphic elements

http://www.sonydirectstyleguide.com/sonystyle/

Sony Brand Translated to the Pyramid

SONY Group

Hi Marsha