SONY-Like no other- justified

Sony has recently launched its CS11 laptops which look like fashion accessories from Milan.With increasing competition in the laptop market and recent battery overheating problems,it looked like Sony may take a hit. But Sony still sets itself apart from the rest at least in the Notebook market.The notebooks are not just made but crafted and justifies Sony's -Like No other tagline.  Take a look at the CS,QR & LM series of notebooks below

 

Sony is able to differentiate itself because it has understood that in today's scenario consumers are emotional towards their electronic gadgets & gizmos.Unlike other laptop companies Sony uses high level of emotional appeal than the functional appeal.Because at the final point,its the emotional element that makes us to open our wallets while the functional appeal is effective only till the learning stage.

Hidetoshi Takigawa, Marketing Director for VAIO of Europe, says about the new Vaio CS “This is a companion, not a tool. If you want tools, there are plenty out there. If you want something that’s special, that’s ahead of the curve, then here is where you need to be. The VAIO CS is fresh and colourful, and sheer style is going to be a big part of its appeal, but it’s clever as well as beautiful. It can become a part of your lifestyle, letting you communicate, helping you manage your digital world and have fun at the same time. You don’t just own it – you will treasure it.”

Now that's  excellent brand positioning which will attract consumers.

Nevertheless,for a brand to connect emotionally,the functional quality should be of high levels.The default assumption in a premium brand is that Excellent Product quality will be delivered.So Sony should not drift away from its core activities and should maintain high quality  standards in order to retain brand equity.