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.
Comments on “Sony Unveils New Brand In Bid To Restore Image”
copying car industry marketing model?
Similar to the car industry. Everyone knows a Lexus is a Toyota, yet people pay a premium for a Lexus.
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.
What a terrible name…”Qualia.” It really gives me more of a “wimpy” or “soft” feel moreso than something denoting “high-end consumer electronics.” Sort of like “Quantas” (fluffy animal branding) or “Quality” (vague metaphor).
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.”
Just being picky, but “qualia” is a word. It is more commonly used in philosophical contexts.
Not that I have a clue how it would apply to Sony’s new line of equipment.
Qualia sounds like the name of a startup selling “artificial sentience” software.