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

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

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

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

8. 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

9. Premium pricing for premium products
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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

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

11. 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

12. 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