Brand management - Assignment Example

It is an international company with several sub-brands and a strong strategy in operation. In the United Kingdom, the company has a well-defined brand elements and architecture. Brand architecture acts as a powerful tool through which organizations can effectively organize the brands in their portfolio and focus on enhancing each and every brand in the market. In this regard, the choice of the brand architecture to be used is an important consideration which can greatly determine the performance of a brand in the market.

In the case of Sony, the corporation has so many individual brands which create the need for effective brand architecture (Chernatony, 2008). In the United Kingdom, Sony uses the umbrella brand architecture in marketing its various brands across the country and beyond. This arises out of the fact that Sony has been a global brand over the years and the name has therefore become very synonymous with quality products. In this case, the umbrella or corporate brand offers an effective opportunity for the company to market its various sub-brands.

Indeed, the nature of the products produced by Sony creates the need for a family name in order to limit much of the effort that would be used in promoting the individual brands. In this case, marketing can be done both for the individual sub-brands and by jointly marketing the family name. However, it should be realized that umbrella branding does not really imply that all the portfolio of the corporation falls under one name. Rather, the family name is just a unifying factor while each and every product has its different brand line.

Across the United Kingdom, it is seen that Sony promotes its products effectively through the use of umbrella branding. Sony operates in the technology world where new products are constantly produced. For instance, when a new PlayStation is launched, promotion becomes much easy since the consumers are already acquainted with the bead name. In the