Brand Audit

Brand Audit

Competitve Analysis

International corporation dealing in elecronics, film, games, and financial services based in Minato, Japan.

Established in 1958 as an electronics shop in a department store in Tokyo.

Grossed 72 billion in total revenue in 2016

Game Network grossed 14 billion dollars.

Sony/Columbia pcitures grossed 966 million dollars.

Employes around 125 thousand people, mostly in Japan.

Brand Audit

Brand ArchitectureSony Corporation(electronics business unit)(parent company)

Top CompetitorsNintendo, Universal Studios, Time/Warner, Disney, Viacomm, Fox, CBS, Canon, Facebook, Apple, Samsung, LG

Electronics

Sony CorporationPlaystation

Sony PicturesEntertainment

Columbia Pictures Columbia Music

EMI RecordsTriStart Pictures

Sony FinancialHoldings

Sony Music Entertainment

Motion Pictures Music Financial Services

Brand Audit

Brand Story

Core Creative Strategy

-Setting the standard for Japanese exports on a global level.

-Providing high quality products that aren’t necessarily cheap, but are attainable. -Pushing the envolope of innovation, particularly of electronics.

-Venturing into new markets.

“Smart, but not intellectual. Confident, but not arrogant. Entertaining, but not shallow. Premium, but not out of reach. Cool, but not trend. Iconic, but not intimidating. Simple, but not simplistic.”

Brand Audit

Name Background

As Tokyo Tsushin Kogyo, wanted romanticized name. -TTK was already used by railroads. -People in Japan calling it by the acronym Totsuko - visited US, “Totsuko” was too difficult for Americans to pronounce -“Tokyo Teletech” was used by another Ameri-can company“Sony” combination of: “sonus” – Latin root for sound “sonny”- 1950’s American term for boy, Japan applied this term to smart,presentable young men, which Ibuka and Morita identified as.

-Used Roman letters instead of kanji

-Received lots of pushback, but they did not want the name tied to one industry.

Brand Audit

Logo Evolution

Taglines

BE MOVED. (2014-Present)make.believe (2009-2014)like.no.other (2005-2009)It’s a Sony. (1980-2002)

Brand Audit

Brand Guidelines

Brand Audit

Brand Guidelines

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Brand Guidelines

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Secondary Imagery

Brand Audit

Secondary Imagery

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Secondary Imagery

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Ad Campaigns

Brand Audit

Ad Campaigns

Brand Audit

Ad Campaigns