IDENTITY Sony’s identity has always been ‘the best’ in terms of quality and designs in the field of electronic equipments for many decades. IMAGE However, it seems that Sony is relying too much on their past image. It is loosing the number 1 position to its competitors.

IDENTITY Logo - simple Sleek and modern IMAGE Instead, it looks old-fashion

IDENTITY Slogan ‘make.believe’ Believe that anything you can imagine, you can make real IMAGE ‘make believe’ But have negative connotation in English

IDENTITY Fashionable & Lively Self-expression IMAGE Focuses on ‘external’ appearance only Expensive Sony=functions, Canon= quality & professional

IMAGE Trendy Target at teenagers and ‘amateurs’ this does not match their premium pricing IDENTITY Up-to-date and active lifestyle Bie-Sukrit as the presenter

Premium pricing for premium products IMAGE Overpriced especially for Vaio laptop Not worth the money Only ‘rich people’ use it Inferior in term of quality and value compared to other products with the same price IDENTITY Premium pricing for premium products

IMAGE Used to be innovative and no.1 in innovations Apple’s iPod’s better IDENTITY Innovative Market leader

Recommendation Use better communication tactics to lessen the gap between brand identity and image: -Innovative communication tactics>innovative brand -PR campaigns>why Sony> premium, fashionable and creative. If Sony can’t beat Apple as ‘innovator’, it can lead as ‘fashionable’ -Events> customers exclusivity> attract new customers and maintain customers loyalty -CSR> free computers to schools> Sony gives back to society

If Sony wants to compete with Apple, it has to improve its product quality and specifications Sony has to differentiate its brand from its competitors (Vaio): -Innovative and simple (Apple MacBook) -Value for money (Acer, Asus, Compaq, Lenovo) -Personalized- user friendly (HP) -Business (Dell) -Premium and fashionable (Sony) - but quality and specifications are not up to expectations