Sony is the most powerful brand says study
by Alexander Sliwinski 
{ Apr 28th 2007 at 1:00AM }
So, Sony's been having a rough couple days ... eh, disregard that. Sony's been having a rough week. Fine, fine -- month. But there's a silver lining -- none of this has hurt Sony's brand power. AlixPartners, a global corporate-advisory firm, says after surveying more than 5,000 consumers that Sony is #1 in their minds.The company's press release states, "The AlixPartners Brand Power Index draws a clear distinction between mere popularity, which a brand can achieve temporarily through discounting, etc., and true brand power, which the index measures on a consumer trust-versus-distrust formula." Sony came in first place followed by Johnson & Johnson and Kraft. Dell and Hewlett-Packard were the only other consumer electronics in the top ten and they were way at the bottom. No word on Microsoft or Nintendo brand power.
There's no arguing Sony's brand power and it's a good sign that in 5,000 consumer's minds it's the tops. Thing is with the PS3 nobody had issue with the brand power, just look at the sales of the PlayStation 2 -- that thing is still a money making monster. Not to mention at $130 the PS2 is worth every penny for a family. A DVD player and an amazing game console in one small neat little package. Sony's problem with the PS3 isn't brand, it's price. Forget us as gamers and techno-babble Blu-ray freaks who will fanboy flame-out and just spend money. Sony execs should talk to the single mother waiting at the bus stop in the morning, go to a neighborhood barbershop, find a sixth-grade elementary school teacher to talk to. Nobody will ever deny Sony's brand power, but people are stuck at $600 as a jumping-off point for a game console.
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Reader Comments (Page 1 of 1)
jp @ Apr 28th 2007 1:18AM
playstation brand is also stronger the the xbox brand
when parents go to da store they are gon buy the new playstation
price dont matter as kids usually get consoles as gifts
synce @ Apr 28th 2007 1:25AM
Yes, Sony's a strong brand but I think educated consumers will avoid the PS3. The main reason I'm not buying a PS3 is because the Blu-ray that makes it so damn expensive will be a dead format in a few years. Wal-Mart will soon be backing HD-DVD exclusively - http://news.digitaltrends.com/talkback184.html
Sucks to be the person who already bought a dozen BD movies!
NeverSage @ Apr 28th 2007 1:28AM
"playstation brand is also stronger the the xbox brand when parents go to da store they are gon buy the new playstation price dont matter as kids usually get consoles as gifts"
I think the price definitely does matter. There's a limit to how much parents will spend on a new toy. I think $600 is far passed that limit.
Night Elve @ Apr 28th 2007 1:41AM
@ 2.
Educated Consumers you say? Just because your choices are different is does not that someone that prefers the SONY brand is not educated.
Your statement is just full of Fanboyism.
Night Elve @ Apr 28th 2007 1:41AM
It does not mean*
AssemblyLineHuman @ Apr 28th 2007 1:44AM
jp: You're wrong. The Wii is selling well for more reasons than just hype. It's the only next-gen console within a lot of people's price ranges.
I guarantee that if the PS3 were
AssemblyLineHuman @ Apr 28th 2007 1:45AM
Blech, HTML cut my post in half. That should say:
"I guarantee that if the PS3 were $300 or less, the situation would be completely different."
Aberu @ Apr 28th 2007 2:04AM
People may say it's price that is the problem, but I just say it's ahead of it's time. It will get bigger as the HDTV crowd that is growing at a rapid rate finally wants to come up from dvd's, and wants to play new games. The PS3 has technically sold faster than the X-Box 360 did, yet for some reason it's touted everywhere as a failure, why is that? PSN is starting to look more promising with original content and not relying on old games.
Price per system's features and power? The PS3 has the most value. And so far there are more blu-rays by far than there are hd-dvd's, so it's obviously the superior format for distribution. Not only that, so far, I have seen a decent amount of good games game every past month and coming month. Resistance, Warhawk, Motorstorm, Calling all Cars, Ninja Gaiden Sigma, Oblivion, Enchanted Arms.
rdj75 @ Apr 28th 2007 2:28AM
To #8, everyone keeps talking about the value of the ps3 with what you are getting hardware wise compared to other systems, which may be true, but the reality is consumers are looking at what you are getting software wise for $600. If the ps3 had a killer line up with killer exclusives right from launch or a few months after launch, like right now, then more ps3's would be flying off of shelves regardless of price.
You have the wii at only $249.99 and can be very addictive and fun, you have the xbox 360 at $399.99 that basically has the same games as the ps3 and it seems like in every case the 360 version of the games seems to be getting better reviews when compared to the ps3's version.
As far as who can or who can't afford the ps3, its not just the single mom, it every other consumer that just doesn't see the value of the ps3 as a VIDEOGAME system when compared to lesser priced comparable systems.
samfish @ Apr 28th 2007 2:29AM
"The PS3 has technically sold faster than the X-Box 360 did, yet for some reason it's touted everywhere as a failure, why is that?"
When your previous console sells around 115 million units, it's REAL bad when your next outing can't even get 3-5% of that total in 6 months, I'd say.
Ian Von Porter @ Apr 28th 2007 2:31AM
@2. stop with the FUD.. its been debunked.
http://www.physorg.com/news96888339.html
Ken @ Apr 28th 2007 2:50AM
Yeah, I mean... Since the PS3 is out, Bluray should still do well. Right? I mean... Since that's the only reason people own a PS3. Because games aren't important, only this format war is.
Right Ian?
John Doe @ Apr 28th 2007 3:54AM
Just because I know about Sony doesn't mean I'm going to buy their shit. 5 years ago? Sure. Now? Hell no. Just because I know about a company doesn't mean I'm going to buy something from them.
Snukadaman @ Apr 28th 2007 4:27AM
#7 for that matter if the ps3 were 400 dollars i swear there wouldnt be in third place...in fact i would of purchased one myself...but then again with a couple games....i want a gaming system not a high def dvd player
gregory mitchell @ Apr 28th 2007 4:27AM
5000 isnt even a drop in the bucket it means nothing. Looking past gaming Sony has lost a lot of ground. With companies like Samsung LG and Toshiba Gaining popularity and reliablity ratings it was a matter of time before they fell. Hell everyone makes TV's and sound equipment, for a lower price and better quality. To be honest I was raised thinking sony was the ish but one look in a sony store and you see that most of everything they sell is overpriced.
Kite @ Apr 28th 2007 5:12AM
Hehe, okay for everyone to say that sony/playstation brand recognition is higher then the Xbox brand. But I would be doubtfull about the results of Microsoft vs Sony.
But I also think its too early to draw conclusions :p. Lets wait another year before we start poking each other, okay?
gok @ Apr 28th 2007 5:20AM
What the fuck is Johnson-Johnson and why its second on the list?
Lardston @ Apr 28th 2007 5:53AM
Working in a store that sells tv's, i get to see sony's brand power every day. People walk into the store, go "ooh those sony bravias are nice", then walk out with a samsung... cos it's cheaper. People are recognizing the brand alright, recognizing that it's a more expensive way of doing the same thing as its competitors!
Pawsie @ Apr 28th 2007 8:02AM
i wonder if the survey was fair. If you ask 5 thousand people a question, sometimes it dependson the question they ask.. which leads towards an answer.
Personally I have problems trusting sony's machines, because I know they'll break. Spending 600 dollars on a video game system I want isn't that much of a problem, it's just the fact there's few games on it I really want.
Ryan LN @ Apr 28th 2007 9:47AM
The added value argument would be a hell of a lot stronger if there were a higher penetration of HDTVs and Blu-Ray was as hot as DVD. The perfect storm of the PS2 isn't likely to repeat itself, given the fact that the hi-def movie storage format war probably won't shake itself out for several years. When the PS2 came around, DVD was well on its way to becoming the undisputed king of video. I believe Sony has several more lean years of PS3 sales, and the ultimate numbers will never touch the PS2 numbers, just like SNES never touched NES numbers.
Alex @ Apr 28th 2007 10:10AM
What people would want to admit that they are most familiar with the company that provides them with toillet paper? Sony was the obvious second choice to vote for
Alex @ Apr 28th 2007 10:20AM
#20 Ryan, you're implying that next gen systems rarely sell more copies than their predecessors; the PS2 surpassed the PS1 sales, the DS surpassed the GBA's which previously surpassed the GBC's, and Wii and X360 are well on their way to beat GC and Xbox's own sales.
I'll wear my tinfoil hat on this claim that no Company has beaten the third system spell yet; any hardware company leading in the industry will lose their #1 spot through their third system. It happened to Atari, to Nintendo, and now Sony.
Corrin Avatan @ Apr 28th 2007 10:34AM
The thing about this study is that it is measuring Sony as a brand: across TVs, Sound Systems, Computers, Digital Cameras, Video Game systems, and whatever ELSE. Sony makes. I work at a Best Buy, and I can tell you right now that Sony makes some high-quality cameras.
At the same time, I can tell you that a majority of video game sales are going to the Xbox 360 and (when we have them) the Wii. There are times our managers are pissed because we recieved yet ANOTHER shipment from sony for the PoS3, when we haven't even sold 10% of our last 3 shipments.
Sony is a powerful BRAND, but they are MUCH weaker as a brand in the video game arena. People can see spending $300 on a 10 megapixel camera, but it's nearly impossible to buy a $600 video game system when the only real game out for it is Resistance: Fall of Man.
ssuk @ Apr 28th 2007 10:36AM
Hell yeah, Sony's a powerful brand. Shame no one really wants their new console. PS2 FTW!
bootsielon @ Apr 28th 2007 10:38AM
"What people would want to admit that they are most familiar with the company that provides them with toillet paper? Sony was the obvious second choice to vote for"
What a retarded argument.
bootsielon @ Apr 28th 2007 10:41AM
Corrin Avatan:
You forgot Motorstorm, Oblivion, and Virtua Fighter. That's not even counting Armored Core and Enchanted arms for Robot and RPG fans respectively. If you don't have a 360 but you have a PS3, those titles definitely count.
By the way, in less than two months, ninja gaiden is coming out.
Alfedhil Elf-Hewer @ Apr 28th 2007 11:18AM
LIAR!!!!!!!!
horngreen @ Apr 28th 2007 11:38AM
Did some of you morons even read this? PRICE DOES AND IS MATTERING with the PS3. If price did not matter then the PS3 would already have caught up to the 360. The article even mentions "fanboys going off" and sure as shit some of you have. Sony needs to(but can't) drop the price on this thing if they want it to be a success. Early adopters don't make a console or any electronic gadget a success the masses do.
Zsavior @ Apr 28th 2007 1:09PM
My Girlfriend worked at a phone marketing firm that asked questions liked this. Let me tell you when I heard studies like this it makes me quite dubious of them. It is not that Sony has a bad brand name that is far from the truth I just doubt it is the best in what they want it to be the best in.
Did they ask question like, what music player do you use more, Ipod, Iriver, Walkman, or Zen audio? Or did they ask something like you ever own a sony product? You ever own a DELL? One question is quite general, a lot of people have owned something from sony on some level at some time, doesn't mean at this time they are your favorite brand of music player, especially with the current popularity of Apple.
So I don't doubt Sony has a powerful brand name I just doubt it is as powerful in the areas Sony chooses to make money it.
Lord Chako @ Apr 28th 2007 2:46PM
"I guarantee that if the PS3 were $300 or less, the situation would be completely different."
But it's not, so that doesn't really mean anything.
"You forgot Motorstorm, Oblivion, and Virtua Fighter".
Racing games have never been system sellers. Oblivion has been out for over a year on the 360 and pc, so I seriously doubt people were holding out for it on the ps3. Virtua Fighter is a niche title, that only means anything to the hardcore fans.
"Armored Core and Enchanted arms for Robot and RPG fans respectively"
More niche titles that won't justify spending about $700 when it's all said and done.
Jim @ Apr 28th 2007 2:59PM
Hahaha, they wish!
The most expensive and best know brand in the world is written on the outside of space rockets.
U.S.A. and it brand image (the American flag) is even on the moon!!
zero @ Apr 28th 2007 3:21PM
To #31,
So you're saying the USA is for sale? Figures.
Terrak @ Apr 28th 2007 8:04PM
THe saying
"The bigger they are the harder they fall"
comes to mind.
Yes sony is a massive brand that almost everyone in the world recognise. However if that recognition can't get US$600+ ps3s moving of the shelves then they have a problem.
Phazon @ Apr 29th 2007 6:56AM
Note, it's the Sony brand, not the Playstation brand. When surveyed people were likely referring to Sony TV's and other electronics.
Todd @ Apr 30th 2007 11:46AM
Duh... Sony makes much more than PlayStation. TV's, VCR's, DVD's, Computers, Movies, Television, etc. Of course they're brand awareness is wide spread.
Tiberius Jones @ Apr 30th 2007 2:45PM
@ bootsielon
You forgot Motorstorm, Oblivion, and Virtua Fighter.
"That's not even counting Armored Core and Enchanted arms for Robot and RPG fans respectively. If you don't have a 360 but you have a PS3, those titles definitely count.
By the way, in less than two months, ninja gaiden is coming out."
Oblivion: already out on 360 with more content.
Armored Core: got bad reviews and is a b-class game.
Virtua Fighter: graphically inferior to Dead or Alive 4 AND the gameplay sucked in comparison. And it's not online.
Enchanted Arm: Another terrible game that has gotten universally BAD reviews around the net.
If these are the games Sony is using to compete with the Xbox 360, they are seriously out of touch. As are you my friend.
Tiberius Jones @ Apr 30th 2007 2:48PM
And Ninja Gaiden Sigma is a rehash of a last-gen game. Fantastic!
I sold my PS3 last month on Ebay. I'm sick of waiting for compelling software from Sony. Nothing good is coming out for it until 2008. By then I will be able to buy one AFTER the pricedrop IF I want one, which is highly questionable.
They should have just waited and released it then.