Brand

To regain some of its market share in its “growth driven” and “stable profit generators” sectors, Sony can reposition its competition in the minds of consumers. For instance, Sony can use comparative advertising to demonstrate that its brands are superior to its competitors. In this situation, Sony can attempt to alter the portrayed image of its competitor, Nintendo, and position its PlayStation game console as the better-quality product (Positioning(marketing), n.d).

Brand equity is a business having the clout and power of its product(s) to leverage that equity or clout for its need to raise capital or increase customers. Developing brand equity is important because it allows companies to interact with their customers in order to induce loyalty which increases the growth of a company. Every company, established ones as well as start-ups have the ability to create brand equity. It is especially important for start-ups because in the first step of business, they would want to ensure that

As sales of Nintendo’s Wii and DS dominate the PlayStation 3 and Xbox 360, and PlayStation Portable, respectively, the pressure continues to mount on Sony and Microsoft to move to the next level in the ongoing console wars. Sales of the Wii in 2008

The market that each console is popular with is not necessarily a result of each company’s efforts, but rather the reputation that each company has earned over the years. Nintendo does not have very many third party games on its systems, so most Nintendo games are made by Nintendo and have well-known characters such as Mario, Kirby, etc. However, a lot of gamers see these games as “kid-friendly.” While this is not entirely true, many gamers seek a more “mature” experience, and this is why a lot of gamers prefer Xbox. Xbox has many third party games, and many of these are violent, such as Call of Duty and Grand Theft Auto. The majority of gamers are drawn to these kinds of games, which makes Xbox very popular among the majority of gamers. This is not to say, however, that Nintendo consoles are unpopular. There is still a large number of gamers who favor Nintendo consoles, and another group who buys both consoles. This difference is part of what creates such strong competition between Xbox and

The video game market has slowly and steadily created a larger presence for itself in the entertainment industry. The largest part of the market’s recent growth (from 2005 to the present) is undeniably due in part to the video game console created by Microsoft called the Xbox 360. Microsoft was the first company to release what is called the “current generation” console, and successfully beat Sony out of the gate. Prior to the release of the Xbox 360, Sony had dominated the market with their console, the PlayStation 2. It is because of Microsoft’s ongoing innovations to enhance player interactivity and large game catalogue (especially those with record breaking sales) is why they are the dominant

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

One thing that can make or break a company is its brand equity. Brand equity is the value that comes with the familiarity with a company’s branding and the feelings consumers have towards that brand (Brand Equity, n.d.). A company with strong brand equity usually gives consumers a sense of reliability and value; causing a higher inclination to purchase its products. It usually takes

Brand equity increases as brand loyalty, brand awareness, perceived quality brand associations, and number of brand-related proprietary assets increase and become stronger and more positive.

15. There are five key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand’s appeal?

Technology road-mapping is the most crucial tool for EA. The ever growing need of this industry is superior gaming experience. The 32-bit platform seems ideal for EA at the moment, keeping their technological capabilities in mind. The future seems to be the CD-ROM technology, and pairing up with Sony seems the right way forward. Co-branding creates larger market shares and makes use of the pairing companies brand image. It also guarantees product success due to large awareness, and gives you the opportunity to utilize each other’s resources. It gives you significant insights into the strategic management of the partner company, and provides a great learning experience. However, it can easily cut your profit margin, and the partner company’s image (negative) can hugely compromise one’s own brand image. ‘’It can enhance both partners - or put a dent in one’’.

The paper gives some information about positioning that one of the main elements of Marketing Mix and SWOT analysis of Nintendo Wii and it’s main competitors Sony’ Play Station 3 and Macintosh’s Xbox 360. The paper describes Nintendo Wii’s three main personas, represents them on a positioning map and adds competitors on it. The paper discusses how being the first to launch a radically different console gave the company its competitive advantage which it then translated into its promotional strategy. The paper concludes with a recommendation for next launch for Nintendo.

For many years, Nintendo had been a dominant player in the video game industry. It had sold

Main competitors are similar in size and power: Sony, Microsoft and Nintendo are the major players in the market today with approximately market shares of 56%, 27% and 17% in the US and 67%, 19% and 13% worldwide.

The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers’ mind and linked the brand to the desire customers’ feelings,

The Effect of Brand Equity on Consumer Buying Behaviour In the Laptop Market of China