The document provides a brand audit of the PlayStation video game console brand. It discusses the introduction of PlayStation in 1994 in Japan and highlights trends in the growing gaming industry. The brand audit also examines PlayStation's brand inventory including logos, taglines, packaging, and jingles. It analyzes PlayStation's strengths as the first mover with popular game titles and distributions through Sony but also weaknesses in pricing and complexity for developers. The audit concludes with a look at opportunities such as new console versions and threats from PC gaming, competition, and mobile devices.

1. BRAND AUDIT
PRESENTED BY-
Ayush Manan Vishwakarma
Deepanshu Bansal
Sumit Rekhi
Surinder Singh
Tushar Mittal
Udit Jain

2. BRAND INTRODUCTION
PlayStation is a series of video game consoles created and developed by Sony Computer Entertainment The
brand was first introduced on December 3, 1994 in Japan with the launch of the original PlayStation console.
GAMING INDUSTRY HIGHLIGHTS
1. Game revenues will grow at a compound annual growth rate (CAGR) of 6.7% to $86.1 billion by 2016;
2. The number of gamers worldwide will rise from 1.21 billion this year to 1.55 billion;
3. Next gen consoles, free-to-play triple A titles and alternative distribution of games to TV will help to
consolidate revenues through the TV screen at a global growth rate of 3.5%;
4. The Asia-Pacific region will strengthen its leading position with a 37.9% market share by 2016 as emerging
markets drive global growth.

3. The arrival of
new home
consoles fuels
dynamic growth
over the period
2013-2017
Video gaming
and connected
TV as a natural
convergence
Transition to
Free2Play (F2P)
Reduction of
blockbusters, as
they are more
and more
expensive to
produce
TRENDS IN GAMING INDUSTRY
Gaming
Market
Segmentation
Avid
Omni
gamers
Casual
Gamers
Core
Console
Gamers
Family
Gamers
Social
Games
Free and
mobile
gamers
GAMING MARKET SEGMENTATION

4. BRAND INVENTORY
BRAND LOGOS BRAND TAGLINES
PACKAGING
JINGLES

5. 1. Strategy- First mover advantage
2. Product- Titles
3. Availability - Distribution
4. Brand Name - Sony
5. Technology- Blue ray
6. Regional Games
7. PSN free to access
1. Security- Safety issues
2. Price- High Pricing
3. Complicated for Developers
1. Product- Slim Version
2. Pricing
3. Product Accessories
4. Portable Devices
1. PC Gaming
2. Competition
3. Cloud Gaming
4. Tablets and Smartphone

7. The Xbox is a video gaming brand created by Microsoft. It includes a series of video game
consoles developed by Microsoft, with consoles in the sixth to eighth generations, as well
as applications (games), streaming services, and the online service, Xbox Live. The brand
was first introduced on November 15, 2001 in the United States, with the launch of
the original Xbox console

8. BRAND LOGOS BRAND TAGLINES
PACKAGING
JINGLES
BRAND INVENTORY

9. 1. All in one entertainment: Xbox is
more inclined to provide a wide
range of features and is perceived as
all round entertainer
2. Strong customer service
3. Compatibility with windows
4. Competitively priced
1. Weak distribution
2. Limited product range and
variants
3. Doesn’t cater to lower segment
of market as play station
4. Xbox Live monthly fee
1. Number of games
2. Work on distribution
3. 3D gaming
1. PC games
2. Playstation and Wii
3. Tablets and smartphones
4. Cloud gaming

10. POINTS OF PARITY AND POINTS OF DIFFERENCE

11. 1. Different storage capacity available
2. Online portal for multiplayer gaming experience
3. Similar games available with each console (exception one or two)
4. Multiplayer compatibility
5. Wi-Fi enabled consoles
6. High Graphics
POINTSOFDIFFERENCE
POINTSOFPARITY
All in one entertainment system
Customer service
Paid online portal (Xbox live)
Competitive priced
Complete compatability with windows