The company's original name was "Tokyo Communications Industry Co., Ltd.". As it gradually entered internationalization, Akio Morita felt that the company's full name was too lengthy and hindered internationalization, so he hoped to come up with something as good as IBM. It is also an international name. Akio Morita and Ibuka searched through English dictionaries and finally decided to combine the Latin "Sounds" (sound) and the English "Sunney" (lovely child) to form "Sonny", which means a cute and naughty child who started out with sounds. However, the pronunciation of "Sonny" in Japanese vocabulary is unlucky, so it was finally decided to remove one of the letters "n", and "Sonny" became "Sony", a Japanese-style English word.
After convincing the opposing directors, Morita Akio and Ibuka officially changed its name to Sony in January 1958. The new name Sony does not feel like a Japanese company at all, but makes people think it is their own country and friendly. This feeling enabled Sony to successfully enter the US and overseas markets. To this day, there are still people who are less exposed to consumer electronics and mistakenly believe that Sony is an American brand.
Brand Value
The brand value of the four letters "Sony" has shown weakness in the electronics business in recent years. According to the "2005 Brand Value Ranking" published by Interbrand in the United States in 2005, "Sony" is worth US$10.5 billion, a 14% decline from US$13.15 billion in 2004, slipping from 20th to 28th. In the "2005 Global 2000 Largest Enterprises" released by Forbes on February 28, 2005, Sony's ranking fell from 82nd in 2004 to 123rd. However, Sony has created a mythical and glorious history in the past, and still has not lost the favor of consumers due to the downturn in the consumer electronics business. On August 31, 2005, Asian Integrated Media commissioned the international investigation agency Syn-ovate to conduct a survey in many Asian countries. In the "2005 Asia's 1,000 Best Brands" conducted in China and the region, Sony ranked first for the second year in a row. According to a survey released by Harris Interactive on July 12, 2006, Sony has been ranked the number one best-known brand in the United States for the seventh consecutive year, and Sony is also the most representative ideal brand in the hearts of Chinese people in China, Taiwan, and Hong Kong.
Literal Assets
Foundation Statement
January 1946 - The purpose of Jing Shenda's "Foundation Statement":
"To Give full play to the skills of diligent and conscientious technicians to build an ideal factory that is free, open-minded, relaxed and happy"
Marketing concepts and slogans
It's a Sony
1982 In 2006, Sony Corporation released a slogan and trademark to enhance the company's overall corporate image. When Akio Morita saw the design of the newly designed "S mark" trademark, he thought that when people looked at it for the first time, they would wonder what it stood for. So Akio Morita thought how attractive a description would be needed to explain the "S mark". Later, the term "It`s a Sony!" was published. Akio Morita believed that this new slogan would bring a new image. Since then, all Sony TV commercials have ended with the S mark, followed by a voice saying - "It`s a Sony!" This unique combination of image and sound quickly became a unique Sony image around the world.
Do you dream in Sony?
In 1998, Sony released the corporate image slogan "Do you dream in Sony? We help dreamer" under the concept of "Digital Dream Kids" `s dream”, as we welcome the advent of the digital generation, Sony is stepping into different fields to meet more consumer needs. When people want to create their dreams, Sony helps you make it happen.
like.no.other
1995 - Digital Dream Kids
2002 - Ubiquitous Value Network)
2005 - Sony has you - Sony United