Category: Computer/Network>>Hardware

Problem Description:

Who can give me a comprehensive introduction to all aspects of Sony? The more the better, no repetitions . 50 points first, add more if you are satisfied!

Analysis:

Introduction to SONY company. [Share] Founder: Akio Morita

Company headquarters: Japan

sony

Sony was founded in 1946. Akio Morita, one of the founders of Sony, named his autobiography "Made in Japan". He believes that "Made in Japan" has changed from a contemptuous term to a compliment, and Sony has contributed a lot to it. Over the past 50 years, Sony has become a world-renowned brand. What is unique about it is that the Sony brand emphasizes key development and establishes a rigorous image. The reasons for Sony's success can be summarized as follows:

Incomparable love for the Sony brand; refusal to become a subsidiary brand of other brands.

Pay attention to corporate image and regard any damage to the brand as damage to the entire enterprise.

Clearly emphasize one production field------electronics.

Special skills in bringing innovative products to market quickly.

Creates a free-thinking, non-bureaucratic environment.

Pay attention to the international market as early as possible.

1950s --- Created the Sony trademark, replacing the complicated Japanese trademark used by the company since 1946; developed a small transistor radio.

1960s --- Establish a world-class position in the television industry through fierce competition in brand, quality and technology, such as transistor televisions and single-gun three-beam color picture tube technology.

1970s --- Continuously invested more than 6% of annual sales in product research and development, and developed new electronic products including Walkmans and computer 3.5-inch hard drives.

1980s --- Mainly invested in the entertainment industry, such as film production companies.

1990s --- Known as a leader in the multimedia industry; likely to develop into the most valuable brand in the 21st century.

The origin of SONY. SONY, which has won worldwide reputation for inventing the Walkman, the single-gun color TV, and the 8-cm portable camcorder, is the most valuable brand in the world created by Japan. .

When SONY started its business, it had an unattractive name "Tokyo Communications Industry". Founders Akio Morita and Dai Ibuka felt that names like RCA and AT&T were short and powerful, so they decided to change the company's name to "Tokyo Communications Industry". A name made up of five English letters. This name will be used as a company name and product name, so it must be impressive.

After long-term research, Morita and Ibuka felt that the Latin word SOUNDS (meaning sound) was not bad and consistent with the nature of the company's products. They anglicized it and it was inspired by Mr. Morita's favorite song "Sunshine" Influenced by "Sunny Boy", it was changed to Sonny, which also has a cute meaning. But the Japanese pronunciation of Sonny means "losing money". In order to suit Japanese culture, the second "n" was removed, and the name SONY was finally born. It sounds like English but not English.

The choice of a name that could not be found in the dictionary turned out to be a prescient move. Firstly, other manufacturers will never use it, and secondly, there will be no duplication of trademarks around the world.

In 1986, SONY's advertising and promotion expenses worldwide reached US$188 million. SONYR's number one competitor, Panasonic, uses the "Panasonic" and "National" brands for mid-range products, and the "Technics" brand for high-end products. Similarly, Toshiba's high-end products are called "Aurex", Mitsubishi's high-end products are called "Diatone", and their mid-range products use the company name. Sony insists on a single brand strategy, because the four letters SONY represent high-quality innovative electronic products.

Branding process with unified goals

Sony’s brand expansion capabilities are first-rate. When Sony enters a new industry, it is like a powerful space invader, occupying Industry leadership.

Sony's entry into the mobile phone industry as a mobile communication device is a recent example. Sony's brand image of "becoming a global company in any field of consumer electronics" reflects its scalability and penetration. Sony excels in brand management by continuously enhancing consumer-oriented brand characteristics; world-class leadership; brand identity and brand image.

Becoming a world-class leading brand

The 'core' of a company is to integrate the visible value it provides and corporate culture into a brand, and to continuously answer: If the company's brand disappears , what will consumers lose? A speech by a company founder in 1946 showed the development direction established when Sony was founded:

"If an organization could be established, every member of the organization would be united by the company's team spirit. As a whole, each member has a deep desire to improve his or her technical level, then such an organization will surely produce countless happiness and benefits."

Akil Morita, the leader of Sony Corporation for the first half century. , explains the importance of employee creativity to the company:

“What is the secret behind the success of Japanese companies? It’s very simple. People are born with curiosity, but as they grow older, this curiosity becomes less and less weaken. My job is to cultivate the curiosity of the company's employees and create an open, free and trusting environment within Sony, which is conducive to the generation of new ideas."

The famous Forbes magazine stated. , Sony's global vision is committed to forming world leadership in two consumer terminals of multimedia products.

"Sony has integrated products that deliver information/entertainment into the home with the information/entertainment industry itself and has positioned itself as a leader in this area. Both in terms of hardware and software There are bigger companies than Sony, but no company has done a better job of integrating media and information than Sony."

"The only one" brand identity

< p> The brand identity makes its design language visual, and various communication media are selected to maintain its brand consistency, so that the brand value continues to increase. The purpose of the brand identity system is to make people's minds recall Sony first at any time, place, product or event. In the words of D. Ogilvy, "every part of life" has Sony. Some descriptions of the establishment of brand identity within Sony are as follows:

Sony has designed its trademark word from the first day it started producing televisions. When you watch TV on a Sony TV, the Sony logo will definitely catch your eye. A Sony engineer said that even if you are watching a Hollywood movie, you should not miss the fleeting shot of a Sony TV in the film. Back then, Sony was very good at planning media exposure for its products; today, Sony owns several film production companies, including Hollywood's famous Columbia Production Company.

Some of the best communication opportunities come from cultivating influential customers and using them to spread the word. One successful example is as follows:

"Prince of Wales will be attending the Tokyo 70 At the 2016 International Exhibition, the British Ambassador hoped that we could install a Sony TV for the Prince's residence at the British Embassy. At a later reception, I met the Prince. He first thanked me for our TV and then asked me about Sony. Do you intend to invest in setting up factories in the Commonwealth? I said that the company has no such plan yet. The prince smiled at me and said: "If one day you want to invest in the Commonwealth, don't forget about Wales." "Later we chose Wales as the first stop for investment in the Commonwealth. ... A few years later, Queen Elizabeth paid a goodwill visit to Japan, and I was fortunate to meet the Queen at the British Embassy. She asked me if the Prince of Wales had recommended an investment location. , I said that this was indeed the case, and the Queen was very happy after hearing this.

Since then, it can be seen from many documents of the Welsh Business Development Council that the cooperation between Wales and Sony has been very important.

The Impact of the Walkman Like any other individual product, the Walkman should not only bring profits to the company but also contribute to its global popularity. Interestingly, market research predicts that the Walkman has no market prospects. The birth of the Walkman benefited from Sony's business philosophy of leading public consumption fashion with new products.

As Akio Morita describes it: "We started by asking some young people to stroll through the pedestrian streets of Tokyo on Sundays, listening to their Walkmans and showing them off to others."

Co-branding: Outstanding Company + Outstanding Consumers

Brand image conveys the outstanding identity of the company/product to consumers. When they buy from world-class brands, they feel special. And when using the product, it will make the product image popular and make yourself a user of the most outstanding brand. In fact, the ongoing process of branding is much more complex than this. Due to Sony's global popularity and the company's ability to quickly grasp competitors' innovations, sometimes a new product is not originated by Sony (such as the integrated hearing and hearing cell phone), but many consumers believe that it was invented by Sony. Sony strives to be a leader in each of its markets. The most consistent way to express this belief is through the company as a brand and associated with each of its sub-brands through the three pillars of brand identity, brand image and world leadership. Taking consumer-oriented characteristics as the core is Sony’s basic approach to branding