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Sony Brand Image Measurement
Document Transcript
1. A Project report for Product Brand Management On Brand Image Measurement
Submitted to Prof. GovindrajanIn partial fulfilment of the requirements of the
course Post Graduate Program in Business Management On June 30th  2011 By
Abhishek Dujari Ankit Jain Ashwin Agrawal Diya Mazumder Nahid Anjum Praxis
Business School Kolkata (2010-2012) 1
2. CONTENTS 1. History and evolution of Sony 2. Brand Asset Valuator
Model(BAV) 3. Data Collection 4. Questionnaire5. Findings and analysis from
the questionnaire6. Laddering 2
3. History and evolution of SonyHistorySony s beginning started in Japan
in1946 from the sheer determination andhard work of two bright and
enterprisingyoung men. Both Masaru Ibuka andAkio Morita joined hands and with
asmall team of passionate and committedgroup of employees started to
build Tokyo Tsushin Kenkyujo  (Totsuko),or  Tokyo
TelecommunicationsResearch
Institute  to the billion dollarglobal conglomerate that it is today. The
main
objective of the company was to designand create innovative products which
would benefit the people. The Sony name wascreated by combining  SONUS 
the
original Latin for  SONIC  meaning sound, with SONNY  denoting small
size, or
a youthful boy. It was chosen for its simplepronunciation that is the same in
any language.Sony is one of the biggest technology companies worldwide with a
history spanningdecades. Most notably, Sony has created their own in-house
standards for new storageand recording technologies instead of copying the
standards of other manufactures.The most infamous example of this was the
videotape format war of the early 80 s. Itbegan when Sony brought out the
Betamax system for VCR s to counter JVC s VHSformat. Unfortunately, VHS
won
that battle and Betamax soon became a thing of thepast. However, Sony learned
a great deal from this incident, and went on to producethe Betacam format that
is still widely used even today, especially in the televisionand filming
industry.In 1968 Sony improved upon its line of aperture grill,cathode, and
ray tube televisions by adding the Trinitronbrand name. Trinitron is still
produced today, but only forsuch markets as Bangladesh, Pakistan, and China.
Sonydiscontinued the last Trinitron-based television set in theUSA in early
2007. Sony launched the Betamax 3
4. videocassette recording format in 1975. In 1979 the Walkman brand was
introduced,in the form of the world s first portable music player. In 1985,
the company launchedtheir Handycam products and the Video8 format. Video8 and
the follow-on hi-bandHi8 format became popular in the consumercamcorder
market. In 1987 Sony launched the 4 mm DAT or Digital Audio Tape as anew
5. digital audio tape standard.In the early 1990s two high density optical
storage standards were being developer:one was the MultiMedia Compact Disc
(MMCD), backed by Philips and Sony, andthe other was the Super density disc
(SD), supported by Toshiba and many others.Philips and Sony abandoned their
MMCD format and agreed upon Toshiba s SDformat with only one modification
based on MMCD technology, viz EFMPlus. Theunified disc format was called DVD
which was marketed in 1997. Sony introducedthe MiniDisc format in 1993 as an
alternative to Philips DCC or Digital CompactCassette. In 1993, Sony
challenged the industry standard Dolby Digital 5.1 surroundsound format with a
newer and more advanced proprietary motion picture digitalaudio format called
SDDS (Sony Dynamic Digital Sound). This format employedeight channels of audio
opposed to just six used in Dolby Digital 5.1 at the time.In 1998, Sony
launched their Memory Stick format,flash memory cards for use in Sony lines of
digitalcameras and portable music players. The productsand revolutionary
inventions that have come fromSony are absolutely mind boggling and
incorporateinto nearly every product or technology that we usetoday. Many more
products would be introduced throughout the next several yearsthat would
continue to expand and shape the market. In 1994 the company launchedSony
PlayStation, which was a wildly successful personal gaming console that
wassucceeded by the Playstation 2 and then the Playstation 3. It became the
mostsuccessful personal gaming console of all time, selling more than 140
million units todate and still going strong.Key dates1950-Japan s first
magnetic tape recorder, the  G-type  launched.1955-Japan s first
magnetic
transistor radio, the  TR-55  launched. 4
5. 1960-World s first transistor TV, the  TV8-301  launched.1961-
Japan s first
all-transistor amp tape recorder,  TC-777  launched.1963-World s first
compact
transistor VTR, the  PV-100  launched.1965-World s first home-use open-
reel
VTR, the  CV-2000  launched.1968-Trinitron color TV, the  KV-1310 
launched.1971-3/4 inch u-matic color cassette player, the  VP-1100 
launched.1975-Home-use ½ inch Betamax VCR, the  SL-6300  launched.1976-
 BV
(Broadcasting Video) series -BVU-200 U matic VTR for
professionalbroadcasting
use.1976- BVH-1000, 1-inch VTR for professional broadcasting use.1979-First
personal headphone stereo Walkman, the  TPS-L2  launched.1982-World s
first CD
player, the  CDP-101  launched.1982-Betacam ½ inch camcorder for
broadcast-use, the  BVW-1  launched.1982- SMC-70, Sony s first 8-bit
personal
computer, featuring the independentlydeveloped Sony BASIC Computing
language.1984-Portable CD player (later called Discman),  D-50 
launched.1985-8mm camcorder based on universal standard,  CCD-V8 
launched.1987-Digital audio tape (DAT) deck,  DT-1000  launched. Audio
line
for childrenlaunched.1988-Consumer-use still-image camera, Mavica  MVC-C1 
launched.1989-Compact and lightweight passport-size 8mm camcorder, the
 CCD-TR55 launched.1990-Hi-definition ready, 16:9 wide aspect ratio, 36-
inch
television for home-use KW-3600HD  launched. 5
6. 1991-  Kirara Basso7  Series with  Super Trinitron  picture tube.
 KP-41SP/KC-34ST/KV-29T1  launched.1992-MiniDisc system  ZS-M1 
launched.1993-
Digital Betacam system, a component digital VTR for broadcast use.  DVW-
A500 
launched.1994- Sony Playstation 32-bit game machine introduced in
6. Japan.1995-Development of new flat Panel Display (Plasmatron)1995-Digital
Handycam, first consumer-use digital video camcorder  DCR-VX1000/DCR-
VX700 
launched.1996- Glasstron  personal LCD monitor,  PLM-50  and portable
player,
 D-V500 launched.1996-Digital still camera Cybershot  DSC-F1 
launched.1996- Super Flat Trinitron  colour television with World s
first
vertically andhorizontally flat screen  KV-28SF5  launched.1997-DVD video
player, capable of playing CD, VCD and DVD video discs  DVP-S7000 
launched.1997-VAIO PC series  PCV-T700MR  and  PCG-707/705 
launched.1999-Entertainment Robot  AIBO   ERS-110  launched.2000-Sony
Playstation 2 with 128-bit  Emotion Engine 2001- Infostick  Bluetooth
module,
developed.2003-World s first next generation high capacity optical disc
 Blue-ray Disc  recorderlaunched.2005-Launch of BRAVIA series of
widescreen
LCD TVs, featuring Live ColorCreation. 6
7. 2006- VAIO AR series-World s first Blu-ray disc notebook computer.2006-
PLAYSTATION 3-Next generation computer entertainment system.Sony LogoFrom its
introduction, the eye-catching SONY logo was revered within the company.The
first version of the logo, which was enclosed in a square box, was registered
as atrademark in 1955. Thereafter, the logo went through a succession of
changes. In the1960s, when Sony began to seriously develop its brand image
overseas, the logo wasdisplayed in neon in New York and Hong Kong, where it
competed with famous andwell-established foreign companies. In 1959, the
catchphrase  Sony-a worldwidebrand born in Japan  was introduced to
capitalize
on the logo. This was followed bythe slogan,  Research Makes the
Difference. 
In 1982, a slogan  It s a Sony  came upto explain the  S mark 
logo.On Sep 2,
2009-Sony announced  make.believe  (make dot believe), as a new sloganof
the
brand.  make.believe  is the Sony group brand message.
 make.believe symbolizes the spirit of the brand. It stands for the power
of
the creativity, our abilityto turn ideas into reality and the belief that
anything we can imagine, we can makereal. The dot that links make and believe
is the place where imagination and realitycollide. It s the point of
ignition
that transcends reality.The dot is the role of Sony.  make.believe  unites
7
8. imagination and reality, designers and engineers, hardware and software,
electronicsand entertainment, Sony and its consumers.ProductsSony has a wide
range of products with different features. Its product ranges are: 
Television and projector  Home video  Home audio  Home theatre system

Compact digital camera  Interchangeable lens camera  Video camera 
Computer
& peripherals  Tablet  Portable audio  Game  Mobile phone  In-
car
entertainment  Storage & recording media  Battery & charger 
Accessories
Brand Asset Valuator- BAV ModelThe Brand Asset Valuator (BAV) is a database of
consumer perception of brands created andmanaged by Brand asset consulting, a
division of Young & Rubicam brands to provideinformation to enable firms to
improve the marketing decision- making process and tomanage brands better.BAV
provides comparative measures of the equity value of thousands of brands
acrosshundreds of different categories, as well as a set of strategic brand
management tools forplanning brand extensions, joint branding ventures, and
other strategies designed to 8
9. maintain and grow brand value. BAV has now been linked to a unique set of
7. financialanalytics, which allows determining a brand s contribution to a
company s intangible value.There are four key components of brand health in
BAV- the four pillars. Each pillar is derivedfrom various measures that relate
to different aspects of consumer s brand perceptions andthat together trace
the progression of a brand s development. These four components
fordetermining
brand value are-Differentiation:Differentiation is the ability of a brand to
be able to distinguish itself from its competitors. Abrand should be as unique
as possible. Brand health is built, and maintained by offering a setof
differentiating promises to customers and delivering those promises to
leverage value.Relevance:Relevance is the actual and perceived importance of
the brand to a large consumer marketsegment. This gauges the personal
appropriateness of a brand to consumers and is stronglyrelated to household
penetration (the percentage of households that purchase the
brand).Esteem:Esteem is the perceived quality and consumer perceptions about
the growing or decliningpopularity of a brand. The consumer s response to a
marketer s brand building activity isdriven by his perception of two factors
:
Quality Popularity.Both vary by country and culture.Knowledge:Knowledge is the
extent of the consumer s awareness of the brand and understanding
itsidentity.
The awareness levels about the brand, and what it means, shows the intimacy
thatconsumers share with the brand. True knowledge of the brand comes through
building ofthe brand.BAV groups together indicators, Differentiation and
Relevance, and the indicators, Esteemand Knowledge. These two pillars are
essential in mapping the life of a brand. 9
10. The combination of Differentiation and Relevance forms Brand Strength. It
is a leadingindicator of a brand s ability to exist as a viable entry in the
marketplace. Brand Strengthallows the brand to both defend itself from
competition and generate margin, earnings andcharge premium.The combination of
Esteem and Knowledge forms Brand Stature. This captures a
brand spervasiveness
in the marketplace. Brands used to be measured only on Esteem andKnowledge.
Today, we know that Brand Stature is a lagging indicator of a brand s
weakness;it declines after Brand Strength fades. Differentiation Brand
vitality Relevance Brand value Esteem Brand strature KnowledgeData
Collection:Models of Data collection: Quantitative research ( Brand Asset
Valuator- BAV model by Young & Rubicam) Qualitative research ( Laddering by
Reynolds & Gutman)Research Methodology: 10
11. Exploratory research provides insights and comprehension of an issue or
situation. It is atype of research conducted because a problem has not been
clearly defined. Exploratoryresearch helps determine the best research design,
data collection method and selection ofsubjects. Given its fundamental nature,
exploratory research often concludes that aperceived problem does not actually
exist.Data collection:In this study internal and external source for data
collection has been used. The followingtwo types of data have been taken into
consideration- Primary data Secondary dataPrimary data: All the primary data
for the purpose of the study were obtained byinterviewing the consumers with
the help of a questionnaire. The questionnaire was framedon the basis of the
brand. The questions were designed in a way to elicit maximuminformation and
data about the product.Secondary data: Secondary data has been collected
through websites.Respondents: The respondents are consumers aged between 18 to
50 years.Sample size: The sample size for BAV study is 50. We interviewed
college students andprofessionals to obtain a varied response.The sample size
for Laddering is 20.Sampling scheme: The sampling technique adopted was
8.  simple random sampling , since itis not possible to study a huge mass
residing in the universe.Research tool: The research tool for Quantitative
research is a questionnaire. The research tool for Qualitative research is
focus group study and in-dept interview of the targeted segment of
consumers.Questionnaire: 11
12. Specifying data requirements Determining the type of questions to be
asked. Deciding the number and sequence of questions. Preparing the
preliminary draft of questionnaire. Revising and pre-testing the
questionnaire. QUESTIONNAIRE:1) On a scale of 1-5 (5 being the highest) how
different is Sony from other brands?2) Rate Sony (5 being the highest) on the
following attributes vis-à -vis the other brands (LG, Samsung, Philips)  
Attributes Rate After sales Technology Price Style3) Tick the Sony products
which either you or your family use :- LCD TV Digital Camera Notebook 12
13. Tablet Walkman Blue Ray disc players SLR camera Play station Hi Fi systems
Home theatre Voice recorders Headphones4) On a scale of 1-5 (5 being the
highest) rate how proud do you feel owning a Sony product.5) Which brand do
you want to be associated with the most (5 being the most preferred)? Brands
Rank Sony LG Samsung Philips Panasonic 6) Tick the following you have heard
of- Bravia 13
14. Cyber shot Vaio PSP Handycam Walkman Tablet7) Tagline v/s Brand- Make
Believe Next is what Sense & Simplicity Life s good8) Which Brand do the
following celebrities endorse? Aamir Khan Deepika Padukone Akshay Kumar
Kareena Kapoor9) Would you recommend your friend to buy a Sony product? Yes No
14
15. Findings and analysis from the questionnaire:Questions 1 and 2 were asked
to find how different was Sony compared to the other brands(LG, Samsung,
Philips). These questions highlighted the Differentiating factor of Sony.At
the very start of the questionnaire, we asked the surveyors a very straight
forward question as tohow different do they think Sony is from the other
electronics umbrella brand. The answer wasalmost unanimous as the surveyors
think of Sony as different from the other brands. The mean ofthe collected
data was 4.28 out of 5 which meant that the surveyors considered Sony was
verydifferent from its other competitors. On a scale of 1-5 (5 being highest)
how different is sony from other brands? Column1 Mean 4.28 Standard Error
0.099139152 Median 4 Mode 4 Standard Deviation 0.701019666 Sample Variance
0.491428571 Kurtosis -0.846022289 Skewness -0.451999396 Range 2 Minimum 3
Maximum 5 Sum 214 Count 50On our 2nd question for differentiation, we asked
the respondents a comparison question. 4attributes were given to them (After
Sales, Technology, Pricing and Style) and therespondents were asked to rate
Sony as compared to all the other electronic brands presentin the market. The
feedback for Sony was positive and the analysis derived is given below   15
16. After Sales Technology Row1 Row1 Mean 3.58 Mean 4.64 Standard Error
0.124834584 Standard Error 0.068571429 Median 3 Median 5 Mode 3 Mode 5 Style
Pricing Row1 Row1 Mean 4.5 Mean 3.12 Standard Standard Error 0.086897 Error
0.144674 Median 5 Median 3 Mode 5 Mode 3Respondents felt that the after sales
service for Sony has not been good. Also it wasperceived that the prices of
its products are a bit on the higher side. On the other hand, itwas also
proved from the survey that Sony made its products very stylish and used
cuttingedge technology in them.Question 3 was asked to analyse the relevance
of Sony products to the consumers.The analysis is represented by the chart
below: 16
17. Relevance Product Wise Series1 Series2 35 35 38 32 30 23 23 18 17 6 4
8Analysis: To find out the positioning of Sony in the top right quadrant of
the BAV Model, we askedthe surveyors which Sony products have either they or
their immediate family members use or haveever used. It was found from the
survey that a lot of people use Sonys LCD TV, Digital camera,Walkman and
Headphones. On the other hand Sonys laptop, blue ray disk player, SLR camera
andvoice recorder were used by only a few.Question 4, 5 and 6 were asked to
find the esteem that the brand Sony has amongst its consumers.On our 4th
question for esteem we again asked a straight forward question to the
respondents as tohow proud they feel to be related to Sony. It was a rating
question where the respondents had togive 5 if they felt very proud of owning
9. a Sony product and 1 in the reverse case. Mean 4.44 Standard Error 0.086472834
Median 4.5 Mode 5A mode of 5 showed that most of the respondents felt very
proud of owning a Sony. To see the levelof esteem amongst the respondents, we
further asked them if they would recommend a Sony totheir friends and
relatives. Out of the 50 respondents   17
18. Would you recommend Sony to your friend Yes No 22% 78%Our next question
(6th) on esteem was a comparison question where we gave 4 other brands
(LG,Samsung, Philips and Panasonic) apart from Sony and asked the respondents
to mark 1. Out of the50 respondents (100%)   Which brand do you want to be
associated with the most panasonic Philips 8% 10% Sony 46% Samsung 26% LG
10%Close to half of all referred Sony as the most preferred brand. Samsung was
only a near competitorwith 26% share. All the questions combined, we figured
out that Sony was respected by majority ofthe people.Our next set of three
questions was targeted to measure the knowledge portion of the consumersand
along with it the depth of the knowledge they possessed. In our 7th question
(1st for knowledge)we gave the respondents a list of all the products that
Sony has under its umbrella and asked them ifthey had ever heard about them.
18
19. Product Awareness 50 49 50 48 49 50 19The response to the question made us
feel as if the question was irrelevant as all the respondentshad heard about
the brands under the Sony umbrella. Only the tablet was a negative as only 19
outof 50 respondents knew about it. It must also be noted here that tablet as
a category is well knownby many but the fact that Sony also produces a tablet
was known only by a few. Even after gettingthe response we planned to stick to
the question as it showed how famous was Sony and its brandsamongst its users.
Further, to test the depth of knowledge, we asked the respondents two
morequestions on taglines and endorsers. We gave the surveyors a list of
taglines and asked them torelate to it. On this front, Sony was a lager as
only 21 out of the 50 respondents know their tagline Make. Believe . We
also
found out that LG was almost perfect in this context as 49 out of the
50respondents recognized   Life s Good . Taglines 49 21 20 29 Make.
Believe
Next is what Sence & Simplicity Lifes GoodOn our last question of the
questionnaire, we gave the surveyors a list of 4 brand endorsers out ofwhich 2
were for Sony. 19
20. Brand Ambassador 34 32 19 14 Aamir Khan Deepika Padukone Akshay Kumar
Kareena KapoorAamir Khan was a well known ambassador for Samsung. Kareena
Kapoor was the most famousendorser for Sony Vaio.After analysing the responses
thoroughly, we came to the following conclusion   Differentiation Relevance
Esteem Knowledge 83% 54% 71% 62% 83% 71% 62% 54% Differentiation Relevance
Esteem KnowledgeAll the 4 measures when put together give a very healthy
picture to Sony. But there is always roomfor improvement. If Sony has to
maintain its Leadership position it will have to increase therelevance level,
particularly of certain products such as Voice Recorders, Tablets and SLR
cameras. Itmay think of taking the option of following a similar aggressive
marketing strategy of Sony Vaio andCyber shot(justifying an investment based
on the prospects of growth in the markets of therespective products) 20
21. SONY Qualitative Research Laddering methodLaddering refers to an in-depth,
one-on-one interviewing technique used to develop anunderstanding of how
consumers translate the attributes of products into meaningful
associationswith respect to self, following Means-End Theory (Gutman,
1982).Laddering involves a tailored interviewing format using primarily a
series of directed probes, typifiedby the  Why is that important to you? 
question, with the express goal of determining sets oflinkages between the key
10. perceptual elements across the range of attributes (A), consequences (C),and
values (V).These association networks or ladders, referred to as perceptual
orientations, representcombinations of elements that serve as the basis for
distinguishing between and among products ina given product class. 21
22. Values Consequences AttributesFindings and Analysis of Laddering:- Most of
the respondents were of the opinion that Sony is an expensive brand. But they
associated the high price of Sony products with good quality. The respondents
are of the opinion that the price of the Sony product is directly proportional
to the quality of its product. The respondents are of the opinion that the
sound quality of Sony products is a feature worth mentioning about. They
mentioned its  clarity  that sets Sony apart from its competitors. The
respondents also mentioned that Sony is a lifestyle product. The products of
Sony look good and are a complete Value for money product. The respondents are
of the opinion that Sony products are a source of entertainment. Be it the
walkman series, Vaio, PSP etc. It is user friendly and has a feel good factor.
The respondents are also of the opinion that Sony is anonymous to status. It
is a status symbol good. Hence, respondents on acquiring a Sony product feel a
taste of accomplishment. It gives them a feel of belongingness. 22
23. 23
24. 24
25. Conclusion: Sony is a brand with which consumers would like to associate
themselves. The brand has highrelevance amongst the consumers. So far as
Esteem is concerned, the consumers view Sony as astatus symbol product and
feel proud to own a Sony product. 25
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