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Sony
High tech
March 24, 2003
In 1955, Tokyo Tsushin Kogyo registered SONY as a trademark with the intention of building a new brand that would have all the global corporate identity requirements that its company lacked. Three years later, the company eventually changed its name to Sony Corporation. The rest is history.
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Since the beginning, the management of Sony has been keenly aware of the importance of branding as part of a growth strategy. According to the Sony Corporation, its founder Akio Morita "firmly believed that brand image could be built from the ground up, and that a company had to work hard to develop it."
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By its standards of excellence, the corporate site at www.sony.jp -- called SonyDrive -- is a remarkable corporate portal. It conveys the innovative, design-conscious traits of the Japanese firm, while providing a mine of information.
If there is a flaw, it could be the excess of links and information that the global electronic conglomerate throws at the face of the visitor. However, surfing the sites of Sony is quite an extraordinary experience that leaves an unmistakable feeling of wanting more, but later. Despite the general quality of its web production, it can indeed be overwhelming.
A click on one of their sleek products, a VAIO VX-series laptop for example, provides clear descriptions and data about the computer with plenty of pictures emphasizing the beauty and ergonomics of its design. With a nice touch of Japanese sensitivity, the main picture of this thin VAIO VX-series shows the product resting on a garden table in front of an out-of-focus green foliage background. These sort of images breathe life rather than techno-speak. On that note, Sony might actually want to seek some additional naming advice, as the full name of this model is stated as PCG-VX9/P-VX7/BD, which might talk to the mind but not at all to the heart.
The one-by-one inch pictures link to interesting features, such as a streamed video that is remarkably focused on the key attributes of this machine: designed, thin, light, battery life, large screen. Another feature is a large Flash animation describing the S, C, and S -- for Slim, Comfort, and Stamina -- attributes of this laptop. The next one is a 360-degree rotation of the product. And finally, the last feature is a page with even more data and pictures on the wireless, storage, and other capabilities of this machine.
Besides VAIO, a similarly fascinating experience can be enjoyed throughout the site, from the techno beats at Sony Audio to the latest Swiss Army knife gadgets of CLIÉ in the PDA department.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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May 5, 2003
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Staples - Works
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Packed with supplies, Staples.com does its best to organize online.
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Feb 3, 2003
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Carrefour - Stocked
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The aisles of Carrefour.com are stocked with a strong representation of its brand.
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Jan 20, 2003
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NFL.com - Fumbles
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Are you ready for some football? American football, that is, coming to you straight from NFL.com.
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