Sony Case StudyChristine Castillo

Remi EidFatima TariqAlanoud Ali

Sara Kazilbash

The Goal of the Brand Message

• The brand message in this case study is to illustrate Sony's unifed brand message in their product lines such as electronics, games, movies, music, mobile phones and network services.

• The introduction of "make.believe" symbolizes Sony's spirit of creativity and innovation and marks the first time the Company has introduced a unified brand message encompassing both entertainment and electronics.

The Meaning of the Slogan "make.believe"

• "Believe" represents Sony's ideas and ideals - the ability to think, imagine and dream –

• “Make" signifies the Company's unique ability to turn these ideas into reality.

• The "dot" is where inspiration meets creativity and creativity meets reality, and symbolizes Sony's role in bringing imagination to reality.

• "make.believe" will manifest itself through the introduction of breakthrough products, game-changing technologies, compelling new content and new network services that deliver unparalleled user experiences.

The Slogan Element «Believe » Mean From a Semiotic Point of View

• Sony is a Japanese brand, and the Japanese culture is a collectivistic culture that respond to signs and symbols. They respond to companies that show they understand the Japanese culture. “Believe” is an emotional approach as well as fantasy approach that “represents Sony's ideas and ideals - the ability to think, imagine and dream.”

Definition of Semiotics

• Semiotics is the study of signs and symbols. In this case, it is the study of cultural signs and symbols.

The Slogan Element «Make» Mean From a Semiotic Point of View

• Sony's slogan "make.believe" is a new group-wide brand message in order to unite Sony's initiatives across electronics, games, movies, music, mobile phones, and network services.

• The 'make' in Sony's slogan signifies the company's unique ability to turn ideas and ideals into reality.

The Slogan Element «Dot» Mean From a Semiotic Point of View

• The dot that links 'make' and 'believe' is the place where imagination and reality collide. It's the point of ignition that transcends reality. The dot symbolizes the role of Sony in bringing imagination to reality.

The Core Elements of the Media Strategy & Communication and Media Platforms used in the Campaign

• Sony is focusing on making their products more imaginative, yet more user-friendly with consumers. That is why the slogan ‘Make. Believe’ suits that particular element of the media strategy.

• Additionally, they are concentrating a lot of their efforts in the entertainment industry – particularly with video games and sports. For example, over the coming months, ‘Make. Believe’ will begin to appear in Sony advertising, promotional materials, sports sponsorship, product packaging, retail outlets, online content and more across the globe.

• Additionally, Sony announced the signing of a global partnership program contract with FIFA.

• The contract will run from 2007 to 2014. Through this plan, Sony will be able to exercise various rights as an official sponsor of over 40 FIFA events.

• It include the world’s greatest football event the FIFA World Cup (held in South Africa in 2010 and South America in 2014) as well as the FIFA Women’s World Cup, the FIFA Confederations Cup and the FIFA Interactive World Cup.

The Executional Framework (combination) is Used in the Egyptian and Indian Ads

• The Egyptian ad is using fantasy in their executional framework.

• The Indian advertisement is using a combination of fantasy and slice of life.

• The Indian ad has the slice of life because it depicts the Indian culture, unlike the Egyptian ad where no people are involved.

The Appeal and Message Strategy & the Executional Framework?

• The appeal and the message strategy fits well with the exectutional framework.

• The advertisement for Middle East, specifically Eygpt, shows fantasy while the advertisement for India shows fantasy and slice of life.

• This shows that Sony understood and respected the cultural differences between countries, and address each country with respect to the country’s set of values.

CAN Elements of Creativity • The CAN elements were definitely taken into

consideration. This is reflected through the following:• Connectivity – pyramid: Egypt, and the dance/dress:

India to signify its culture or something that the audience could relate to.

• Appropriateness - the intention of this ad was to show how Bravia is full of life and colors. Through the ads, they were able to execute the message properly for the audience.

• Novelty - as for uniqueness, the advertisement for Egypt/Middle East was unusual and unique, however, the ad for India seemed a little bit too

cliche and boring.

Ambush Marketing in FIFA World Cup 2010

• Ambush marketing: a marketing strategy where the advertisers attend events, such as the world cup, without paying fees.

• The best known example: the advertiser of Bavaria Brewery Company for free media coverage.

The End

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