9,111 $m
Sony remains a leader when it comes to innovation and creativity, but even with a strong portfolio of sub-brands such as Bravia, Vaio, Cybershot, Playstation, and Xperia, Sony continues to see challenges. The silo structure of the brand inhibits its ability to build brand value across platforms and products. Disruptions following last year’s disasters in Japan, financial distress globally, and a loss of leadership in key categories have put pressure on the brand. Determined to revitalize the business, Sony has unveiled an array of new products: three new Xperia smartphones, a new splash-proof Tablet, a hybrid laptop VAIO PC, a new NEX camera with built in Wi-Fi and enhanced NFC enabled headphones and audio devices. Additionally, Sony has unveiled its first 4K TV, an 84" showstopper promising a totally immersive experience. Building on the impact of this “product offensive,” Sony’s “Make.Believe” message is reigniting the brand and inspiring people to rediscover this once-dominant leader. With a unified brand message, plans to increase its marketing spend by 30%, and a “laser-focused” new CEO, Sony looks like it’s serious about a comeback.