Sony Unveils New Brand In Bid To Restore Image
from the you-restore-your-image-by-starting-again? dept
Sony is apparently worried that their "image" has been harmed. So what better way to repair a bad image, than to start all over again? Sony is getting ready to launch an entirely new brand, called Qualia, that will focus on the very high-end of the market. Of course, since Qualia is its own separate brand, I don't see how it does very much to "restore Sony's image". It just eats away at their own brand on the high end. Of course, if someone is going to eat away at your marketshare, it might as be your own company, no matter what the brand is.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Reader Comments
Subscribe: RSS
View by: Time | Thread
copying car industry marketing model?
Let's face it, we're suckers. Marketing works. Qualia is just as dumb of a name as Lexus, but with mass marketing, we will all come to associate the name with quality.
[ link to this | view in chronology ]
"Qualia"
I worked for a company that attempted to "change it's brand" to one of these buzzwordy-nonwords. There were endless meetings, focus groups, and high-paid naming consultants, and what they came up with was a bland, meaningless, non-powerful non-word...strikingly similar to "Qualia."
[ link to this | view in chronology ]
Re:
Not that I have a clue how it would apply to Sony's new line of equipment.
[ link to this | view in chronology ]
Qualia?
[ link to this | view in chronology ]