Brand Audit For Sony Ericssion
Brand Audit For Sony Ericssion
Brand Audit For Sony Ericssion
FOR
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Our vision
Jace Consultants is a brand and customer loyalty
consultancy that uses brand and measurement systems that
find qualified prospects, grow customer sales and measure
results. The result is increased profit.
Marriage of two big brands Sony and Ericsson and now brand name
Sony Ericsson is company’s biggest source of brand equity. Its logo
has also become source of brand equity as people now can connect to
its logo.
Sony Ericsson famous walkman series is iconic brand which
positioned it as cool brand adds to its equity Sony Ericsson used
Sony’s walkman and Cybershot brand in mobile phones which made
brand Cool, Sporty and Stylish.
Other sources of its brand equity are ambassadors and WTA tour
partnership. Sony Ericsson is associated with James Bond series, it has
released phones that were used by James Bond in a movie (Casino
Royale).
Sony Ericsson Mental Map
MAJOR PRODUCTS AND
SERVICES
Phones: Phone accessories:
Talk and text phones Bluetooth headsets
Camera phones Video viewing stands
Music phones Battery chargers
Design phones Phone tripods
Web and email phones
Headphones
Touch phones
Phone cases
FM music transmitters
Mobile broadband
products: Car holders
Universal serial bus (USB) modem Music cables
Modem
Express card
Personal computer (PC) cards
Product Related Attributes
1. High build quality
2. Superior screen
3. Superior speakers
4. Superior Signal Reception
5. Good battery backup
6. Superior Music via handsfree
7. Great cameras
8. Apps and Music availability through PlayNow
9. Internet connectivity (blogs and social networking)
10. Phone specific features (example timescape in Xperia
series, music options in walkman series, camera features in
cybershot and vivaz)
Sony Ericsson Brand Portfolio
Music – Walkman series, R- series(Radio),
Yendo, Spiro, Zylo, Aino(music + playstation)
Smart phone – Xperia, Aspen(GreenHeart)
Gaming- Yari, F-series
Camera- Satio, Vivaz, Cybershot
Email and Web – G-series
Talk and Text phone - Elm, Hazel(GreenHear),
Cedar(GreenHeart) , Naite(GreenHeart) ,C-series,
S-series, T-series
Fasion- Jalou, Ducati phones, z-series
PRODUCTS PORTFOLIO
Sony Ericsson W-series music phones are notable for being
the first music-centric series mobile phones .The main
feature that can be seen in all of these Walkman phones is
they all have a 'W' button which once pressed opens the
media center.
Cyber-shot-branded line of phones are focused on the
quality of the camera included with the phone. Sony
Ericsson kicked off its global marketing campaign for
Cyber-shot phone with the launch of 'Never Miss a Shot' . .
It uses 'Exmor' CMOS sensor, Dual-LED 'PLASMA' Flash,
ISO 3200, and is waterproof .
Sony Ericsson (FOMA SO903iTV, FOMA SO906i, U1,
and S004) uses the BRAVIA brand. BRAVIA branded
phone are able to show 1seg terrestrial television.
The UIQ smartphone range of mobiles, are notable for their
touchscreens, QWERTY keypads (on most models), and use of the
UIQ interface platform for Symbian OS
Sony Ericsson was late with touch screen phones compared to others due to
which Sony Ericsson lost market share to others .
Sony Ericsson has superior camera phones (Satio, Vivaz, Cybershot k-series)
which incorporate most of Cybershot™ features .
Nokia is bridging that gap by launching phones like Nokia N8 (12.1
megapixel Carl Zeiss lens (Sony camera lens)) and Samsung replied with
Omnia HD