Sony TV

When remarking about the importance of the Sony brand name, consider this quote from Chairman of the Board, Norio Ohga: "In April of every year a large number of new employees join the company. And what I always say to them is that we have many marvelous assets here. The most valuable asset of all are the four letters, S, O, N, Y. I tell them, make sure the basis of your actions is increasing the value of these four letters. In other words, when you consider doing something, you must consider whether your action will increase the value of SONY, or lower its value."

In the minds of consumers, Sony is one of the world’s greatest brands -- the company was once again rated the number one brand in the U.S. by the 2000 Harris poll. As noted, much of the brand equity Sony enjoys is rooted in product innovations.

However, to ensure the future of its brand, the company recently embarked on an extensive, company-wide initiative in the U.S. designed to foster a common understanding of the Sony brand among employees, customers and consumers. The project, dubbed Being Sony, was necessitated because of expansive company growth, an influx of new employees, and converging business opportunities.

Sony executives felt the need to clearly articulate the meaning and values inherent in the Sony brand (to both internal and external constituencies), while re-examining the unique relationship of the brand in American culture.

Despite involvement in disparate businesses, the company’s desire is to leverage the brand beyond the products -- the primary touchpoint with consumers, and add to the brand’s value by re-focusing it to the outside world.

In essence, Sony, the box manufacturer, is being replaced by a new Sony – a customer-centric entity centered around broadband entertainment, yet driven by the venture spirit of Sony’s founding days.