Sony Corporation (Japan)

During the 1990s, Sony transformed itself from electronics manufacturer to global entertainment company, establishing a leading position in music, movies and computer gaming. But those new ventures distracted attention from the company's core business, now struggling to maintain its lead in the rapidly changing marketplace. Sony invented the concept of portable personal music players and dominated that sector for almost 20 years, before its lead was snatched away, virtually overnight, by Apple's iPod. At the same time Samsung and LG are threatening Sony's position in televisions and home entertainment appliances, Kodak and Canon are closing in on Sony's digital cameras, and Microsoft's Xbox and Nintendo's Wii have slashed the profitability of PlayStation. Advertising Age estimated global measured advertising expenditure of $1.9bn in 2008, making Sony the world's #15 advertiser.

Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands coverage of Sony is spread across several pages. See also:

Advertising: Which agencies handle advertising for Sony? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: See Consumer Electronics and Information Technology Sector indexes for other companies

The Adbrands Company Profile of Sony Corporation summarises the company's history and current operations. Subscribers may access the following website links:

Sony Corporation website

Sony Electronics	Sony Electronic Publishing Services
Sony Pictures	Sony MiniDisc
Sony Music	Aiwa Electronics
Sony Playstation	Sony PCL
Sony Ericsson	Sony Style
Sony Chemicals Corporation	Platform.net
Sony Life	Sony Finance
Sony Chemicals Corporation	Aibo
Sony Bank	Money Kit

Click HERE to subscribe to Adbrands.net and access the profile and website links