Sony: Rebuilding the Sony brand
Company was losing share to competitors, despite innovating. Chosen to end TV advertising. Had sent targets for 1987 and needed a new campaign. Research showed consumers unhappy paying premium Sony prices for Sony products with no TV campaign to justify these higher prices. Competitors had heavy spend on TV and seemed to be offering same quality for lower price. Sony needed to be re-branded to show value. TV for three product lines was tested in four areas showing increased retail orders and image gains. National roll-out led to exceeding sales targets and achieving highest share ever. Campaign succeeded by making consumers change their image of Sony and consider it more favourably.