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Essay / Research Paper Abstract
This 24 page paper looks at how Sony can develop an international branding strategy. The paper starts by looking at the firm and then considers relevant marketing and branding theory. The culture and operations of the firm are considered in the way that the marketing and branding theory is applied to develop a suitable brand approach. The bibliography cites 17 sources.
Page Count:
24 pages (~225 words per page)
File: TS14_TEsonymark.rtf
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Unformatted sample text from the term paper:
of interests. The branding of the firm presents a number of challenges; there are multiple products under the Sony brands along with the need to deal with many different markets.
In order to develop an international branding strategy the firm has to determine the message that it wants to send, how that message should be sent and the way
it will either standardised or customised/localised in the international arena. In order to assess potential approaches to international branding the firm itself needs to be considered along with the
way to competes and the type of products that it sells, then the different choices in marketing need to be considered. These areas of study can be used to indicate
potential approaches to marketing where there will be a good fit. 2. Branding Sony in the International Environment 2.1 Sony Brand marketing has to fit in with the image that the
company want to project, and one which is viable and believable to those who know of the company as well as fitting in with the market sufficient well to attract
target market(s) and create the desired level of sales and revenues. The first consideration needs to be Sony themselves. Looking at who they are and how they compete. Sony
was originally called Tokyo Tsushin Kogyp (Tokyo Telecommunications Engineering Company), wounded by Masaru Ibuka and Akio Morita in 1946 (Sony, 2009). Founded in the years immediately following the Second World
War the origins of the company were in the shattered Japanese economy, where the founders started out repairing radios and manufacturing voltmeters (Sony, 2009). Despite the humble beginnings the founders
had aspirations for the company to design and manufacture of new electronic goods. The very first electronic innovation to be created by the company was an automatic rice cooker. This
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