Provide relevant detailed analysis of sony in its global context - Essay Example

Today, the Sony brand exemplifies a unique combination of popularity, strong identity, recognition, and excellent communication of the brand values and mission to the consumers. In the meantime, the company should be more attentive to the cultural aspects of its brand development in the global contexts. That Sony is one of the strongest and most popular global brands cannot be denied. Throughout the years of successful performance, Sony was able to move its brand onto the new level of consumer recognition and turn the Sony brand into an indispensable component of its organizational and marketing culture.

The importance of the Sony brand to the future of the company is difficult to underestimate. Every year, in April, new employees join Sony to become its members and contribute to the development of the future successful trends. “And what I always say to them is that we have many marvelous assets here. The most valuable asset are the four letters, S, O, N, Y” (Sony). The company does everything possible not only to raise brand recognition among consumers but to ensure that employees in all company divisions worldwide have a clear understanding of the company’s brand messages and values.

Some executives feel a strong need to communicate and re-articulate the interrelationship between the brand and the culture, in which it works (Sony). Others are confident that it is high time Sony leveraged its brand beyond products and created a customer-centered brand identity, which would serve an effective driver of consumer recognition and satisfaction with Sony products. Today, however, it is important to reconsider the relevance and efficiency of the Sony brand through the prism of the principal theoretical concepts.

The significance of the global brand organization, the construction of brand equity, brand measurement, and the importance of culture for the development of global brand identity will create on objective