Agency: BMP DDB Needham Author: Jon Steel

Rebuilding the Sony Brand - Converting Image into Sales

THE FIRST 20 YEARS

In the year that programmes were broadcast in colour for the first time in Britain on BBC2, Sony opened up its UK operation. In the 20 years that have elapsed since then, the company has grown to enjoy an annual turnover of 188 million and a reputation among UK consumers that is unrivalled amongst Japanese electronics companies. Sony products have become synonymous with innovation, technical excellence, reliability and style, a reputation that is derived, first, from consumers' experience of the products themselves and, second, from the way that Sony has presented itself to the British public. Right from the start, Sony was unusual in that it treated consumers as intelligent equals; it took technology for granted and talked in a very 'consumer-friendly' way.