Friday, March 30, 2007

Creating equity

We have a lesson or two to learn from the Sony success story. Sony undoubtedly is one of the best and smartest marketer in the world. Here I'm referring to the success story of its mobile telephony business.

Sony first created the Walkman. Created a hugely successful brand out of it. Technology developed rapidly. MP3 took over the Walkman space. Sony quickly responded and launched the Walkman Phone. They regained their lost ground albiet with a new device.
Next they created the Cyber Shot. A leader in its category. As competition in camera/imaging technology heated up, Sony quiet smartly integrated their mobile phones with the camera technology to create another sub-brand Cyber Shot Phone. Am sure Cyber Shot phones will become a success story in due time.
Vaio is one of the best laptop brand in the market at the moment. And Sony has the potential to integrate its computing technology with their mobile phones. Probably a Viao Phone will be up for grabs very soon.

Mobile TV is the future. Sony already has an advantage there. Maybe Bravia Phones by the end of next year.
Sony is indeed breaking new grounds, everytime. And am sure these individual brands will add up to create a better brand equity for Sony in the near future. First movers advantage or smart thinking or both. Lot to learn from Sony. And it starts with this book.
Can you think of any other brands that has successfully integrated two seperate products/brands in it's own portfolio to create another niche product/ brand? Examples anyone?

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