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Brand Rejuvenation - A case study of Sony

Essay specific features

 

Issue:

Business

 

Written by:

Lisa C

 

Date added:

December 27, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

7 / 1850

 

Was viewed:

9554 times

 

Rating of current essay:

 
Essay content:

Even though PlayStation 3 seems to have brought back some energy and zest for the brand, it is an irony that the life of such a strong global brand has come to depend on a single product. As one of the pre-eminent global consumer electronics brand which has enjoyed unparallel brand equity and loyalty, Sony is surprisingly a classic case study for what a brand should not do to erode its own brand standing in the market place...
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What did Sony do wrong? How could such an iconic brand get into trouble? This article examines the brand lifecycle of Sony and more specifically address the issue of how Sony can rejuvenate itself and remerge as the global power brand and a force to reckon with. Brand and focus One of the highly discussed topics in branding is the relevance of maintaining consistency for brands in the current market place which is characterized by diverse cultures, increasingly empowered consumers and ever changing trends and consumer preferences...
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