The document describes a brand abstraction model with 4 levels. Level 1 focuses on similar image, target market and product category. Level 2 has similar image and market but dissimilar products. Level 3 has similar image but dissimilar market and products. Level 4 has dissimilar image, market and products. It provides Sony as an example, starting from similar magnetic products and expanding to different target markets and product categories like mobile phones and laptops.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
The document describes a brand abstraction model with 4 levels. Level 1 focuses on similar image, target market and product category. Level 2 has similar image and market but dissimilar products. Level 3 has similar image but dissimilar market and products. Level 4 has dissimilar image, market and products. It provides Sony as an example, starting from similar magnetic products and expanding to different target markets and product categories like mobile phones and laptops.
The document describes a brand abstraction model with 4 levels. Level 1 focuses on similar image, target market and product category. Level 2 has similar image and market but dissimilar products. Level 3 has similar image but dissimilar market and products. Level 4 has dissimilar image, market and products. It provides Sony as an example, starting from similar magnetic products and expanding to different target markets and product categories like mobile phones and laptops.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
The document describes a brand abstraction model with 4 levels. Level 1 focuses on similar image, target market and product category. Level 2 has similar image and market but dissimilar products. Level 3 has similar image but dissimilar market and products. Level 4 has dissimilar image, market and products. It provides Sony as an example, starting from similar magnetic products and expanding to different target markets and product categories like mobile phones and laptops.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
Download as ppt, pdf, or txt
You are on page 1/ 12
BRAND ABSTRACTION
MODEL Submitted by Yash Desai (07020541060) Manish Luthra (07020541071) Suman Mondal (07020541078) Khushboo Niyarta(07020541081) Sudeep Rawat (07020541087 Basic diagram of Brand Abstraction This Brand Abstraction layout consists of four levels. Level 1 is the first phase where company tries to focus on three things:
Similar image Similar target market segment Similar product category Level 2 comprises of three things:
Similar Image Similar target market segment Dissimilar product category Level 3 comprises of 3 things:
Similar image Dissimilar target market segment Dissimilar product Category Level 4 is completely a new area where company tries to focus on. Here the product has a dissimilar image and it caters dissimilar target market , so in this final level 3 things are there : Dissimilar Image Dissimilar Target market segment Dissimilar Product Category SONY CORPORATION LIMITED Sony is one of the leading manufacturers of electronics video,communications, video game consoles and information technology products for the consumer and professional markets. LEVEL 1 : • In 1950, SONY Corporation was mainly into Magnetic Tape Recorders and Magnetic Transistor Radios.
• Their products were mainly magnetic based. Their
product categories were more or less the same. LEVEL 2 In 1960, SONY came up with transistor TV and later on the Sony Music System and CD Systems which were totally different products altogether but they catered to the same segment of market that is the youth and the music lovers. LEVEL 3
• Sony came up with an
altogether new product to cater to separate target market segment. Sony introduced Cam Corder, a totally new product to record the images and videos • Sony also came into Colour TV market.
• Sony targeted the new segment of market for children
and came out with the product which revolutionized the gaming experience, the “Sony Playstation”. LEVEL 4 • Sony collaborated with Ericsson to manufacture mobile handsets under the brand name of “Sony Ericsson”. • Sony ventured into laptops with their Vaio range, where it targeted a completely new market segment in a different product category with a different image
