Sony Shrugs Off Bad Press - Still A Strong Brand

netbuzz writes "The Sony brand name took a beating last year over all those burning batteries and the rootkit fallout, right? Wrong, at least according to a recent survey of 2,000 adults who are apparently willing to forgive just about anything ... if you give them the right reason. Other technology companies, most anyway, also fare well in the brand survey. From the article: 'According to the survey, the Sony brand finished a gaudy ninth among the "Top 20 Winners for 2006," sandwiched comfortably between a couple of saintly American icons: Oprah and the National Football League. Moreover, the respondents see Sony climbing to No. 4 among this year's gainers, right above Amazon and eBay. Moral: Build a better PlayStation and the American consumer will forgive all else.'"

Not So Sure

[HRbnjR]

I was originally planning to sit on the fence regarding the HD-DVD/Blu-Ray format war until a dual format player was released.

And then I heard Sony was using their licensing agreements to prevent such a device.

Sony just refuses to do what is best for the consumer, be it root kits, memory card interoperability, or licensing rules like this.

I can certainly say that *my* image of them has tarnished over time, and I am now seriously thinking about buying HD-DVD just to spite them.

Re:Not So Sure

[Ozzeh]

I try to be as objective as possible when buying electronics. Brand-loyalty never did nobody any good! (if Sony markets the best solution, I'm game!)

Re:Not So Sure

[multipartmixed]

Why does this surprise you?

Sony also would not allow VHS/Beta devices.

It's a Japanese view-- and it will hurt them badly

[postbigbang]

The long view is traditional (ignore the Welsh CEO they have) in Japanese business culture. If you think they get bad press in the English speaking world, wait until you read what the Taiwanese, Chinese, and other Asian (read ASEAN) press skewer them with.

And for good reasons:

* They've been hurt badly in every market they have; viz the iPod, Wii, XBox, and consumer electronics entertainment markets
* They've shown little respect for media consumers, viz the installable rootkit, and the HDDVD wars
* They've shown little innovation-- a former hallmark
* Their PCs break, they have rotten warranties, and they're not designed for real-world mobility; worse, they're anti-FOSS and have no formal Linux support mechanisms worth mentioning

The ultimate problem: their value proposition used to be high-- and priced high, but no longer leads the markets they're in-- they're followers now. They've had their lunch eaten by lots of astute competitors.

Dare I say it? Ok: they've jumped the shark.... sadly.

What was expensive was buying the survey

[spun]

This survey was done by a company called "Landor Strategic Brand Consulting." Obviously, these guys are not in the business of taking impartial surveys, they are in the business of PR and building brand recognition and loyalty. Now somehow they have everyone talking about how the bad press just doesn't matter. No one is asking, "does it matter?" anymore, they are asking, "Why doesn't it matter?"

Very clever PR. I'd take these results with a Great Salt Lake sized grain of salt. Don't let these sleazy PR hacks brainwash you into doing their work for them.

Re:What was expensive was buying the survey

[Ixne]

Indeed. From http://www2.landor.com/?do=cCapabilities.home [landor.com] :

"Transforming brands that transcend competition is the core value that drives Landor. It is what we've done for over 60 years. Our clients come to us for many reasons. Their single commonality is their desire to change perception..."

Re:No brainer

[chip35]

I know when I took my Sony CD back to Best Buy because of the rootkit, the clerk told me that I breaking BestBuy's return policy of returning open product. While BestBuy were forgiving and allowed me to exchange the CD for a non Sony product I did feel like I had entered a new dimension.... The Service Clerk had not heard of the rootkit at the time. I agree there are 2 worlds. However as a boomer my reality is that Sony have been on a slippery slope for awhile now. I strongly desired my first Walkman and Trinitron TV in the early 80's. I paid extra money for them. I shopped at the Sony Store.... But after purchasing products with proprietary memory sticks and discs, this year's rootkit was the last straw for me. It may not be the breaking point for others, but I think there is a general trend. From a loyal fan, I now will avoid the Sony brand name. It took decades for this to happen, but I suspect the trend will continue and the mistrust of the brand name will grow. I don't see Sony changing anytime soon. I know what Sony does in the future will have less impact on me.

Re:They have a saying for that

[drinkypoo]

But walking into an obvious dead end like HD-DVD when Sony is clearly popular and will prevail with Blu-Ray

Ah, is it time for paid advertisement shills already?

Re:Simplicity

[Anonymous Coward]

There is more than one kind of sheep. You have sheep that, as you have described, or the equivalent of semi mindless consumers. Then you have the 2nd party of sheep, which you belong to, that seem to think this is a "American" thing. It is not. It is human nature. All you have to do is examine things from a basic environmental perspective on a global scale and this becomes very obvious. Granted America gives off more than it's share of polutants, but as other countries become wealthier, they are following suit. Thus the increase in consumption of fossil fuels. Or perhaps McDonalds worldwide presence is another indicator. Your frustration with the poor choices of others blinds you to the 3rd fact...that people at a base level are all the same. It's just a question of how much they can afford and how much time they have. There are exceptions such as yourself. But that is what...10% maybe of the population?

Being intelligent about being a slave to your own desires and needs (regardless of benefit or lack of) does not change the facts that you too are following suit. Your just more selective.

Brand recognition does not work like this

[k2r]

I'ts not this one dimensional and the way down is non linear.
You can fsck up many times and still have a excellent name before people will remember ALL YOUR FAULTS AT ONCE.
It's like the greenhouse effect.

Re:What was expensive was buying the survey

[trippcook]

The thing that people in the tech/video game blog-world don't seem to realize is that way less people are pissed about Sony than you would think. I work in a building full of bill collectors, and I know a ton of PS3 owners here. None are what I would consider "hard core" gamers --- there are two types: home theater enthusiasts (that want a cheap Blu-Ray player and HDMI) and people who want a new console that also plays the ton of PS2 games they still have.

That's all there is to it for most people --- most people don't care about how forthcoming they are to the gaming press, how the launch titles aren't as good as current-gen 360 titles, etc. A TON of people associate gaming with "Sony Playstation," and that's that. My friends (who, like me, play a TON of videogames) spew endless Sony hate, but everyone else I talk to can't wait to get one. Also, the PS2 just had FF12, Okami, and has God of War 2 on the horizon ... I think Sony is putting out this machine for enthusiasts and to take press away from rivals, but is still making so much cash from the PS2 that they don't care that much right now that it's being "trounced" by the Wii. If it's not the best-selling console in the 07 Christmas season, I'd be shocked.

Re:What was expensive was buying the survey

[thatguywhoiam]

Very clever PR. I'd take these results with a Great Salt Lake sized grain of salt. Don't let these sleazy PR hacks brainwash you into doing their work for them.

Oh, it is to laugh.

If I take the research - sorry, "PR firm" with a such a large grain of salt, what do I take your opinion with, Random Slashdot Guy?

I'm glad you are so convinced. Myself, anecdotally, this report jibes with what most people think about Sony. They don't know about batteries and rootkits and so forth; they know the Bravia commercial with the superballs flying down the street.