Sony Marketing: Reshaping the Brand Image of Made in Japan

Author: Peng Cheng
Publisher:
Publish Date: 2003-02-01
Features: This book tells the story of Sony's business strategies as it grew from a small company into a global giant. It is part of the "Strong Century Marketing Series," which includes: Disney Marketing: The Success Rule of Selling Happiness, Citibank Marketing: The New Era of Bank Marketing, Coca-Cola Marketing: Authorization Production Strategy, McDonald's Marketing: Winning Globally with Franchising, Mars Marketing: The Success Model of Relationship Marketing, Nike Marketing: The Intermediary Brand Strategy, Sony Marketing: Reshaping the Brand Image of "Made in Japan", Microsoft Marketing: Winning with "Softness", and Amazon Marketing: Challenging the Traditional Online Marketing Model.
Sony, along with other Japanese companies like Panasonic and Honda, worked together to change the earlier perception of "Made in Japan" as low-quality and cheap. "Do what big companies don't do, and build a strong nation with technology." This is Sony's business philosophy. The survival and development of Japanese companies rely on exports because the domestic market is limited in space. Exports must have high-quality products. Sony continuously innovates in design and R&D, believing that new technologies will always be replaced by even newer ones. In the production process, it strictly controls quality management and strives to build a brand. In marketing and promotion, it consistently uses the Sony brand and refuses to engage in private-label production. Since its founding, Sony has launched one product after another, selling worldwide and ranking among the world's top 500 companies, earning recognition as one of the most valuable brands by consumers. This book tells the story of Sony's business strategies as it grew from a small company into a global giant. It is part of the "Strong Century Marketing Series," which includes: Disney Marketing: The Success Rule of Selling Happiness, Citibank Marketing: The New Era of Bank Marketing, Coca-Cola Marketing: Authorization Production Strategy, McDonald's Marketing: Winning Globally with Franchising, Mars Marketing: The Success Model of Relationship Marketing, Nike Marketing: The Intermediary Brand Strategy, Sony Marketing: Reshaping the Brand Image of "Made in Japan", Microsoft Marketing: Winning with "Softness", and Amazon Marketing: Challenging the Traditional Online Marketing Model.