Electronics titan Sony Corporation arguably has more brand assets than most, and was recently voted the USA's 'best brand' for the fifth consecutive year [WAMN: 12-Jul-04].

In an effort to manage its brand crown jewels to fullest advantage, the Japanese conglomerate has developed a digital asset management system enabling it to store and exploit brand assets -- logos, videos, music files and documents, for example -- from one central electronic hub.

Ever vigilant for a marketing opportunity, Sony's UK business has set up a new division, Media Management Services, to peddle the system to other marketers.

Researching the external need for such a product, Sony discovered that companies typically keep their brand assets in ten different locations, often outside its own organization, in many cases with its advertising or other agencies.

Says MMS general manager Simon Beaumont: "The expansion of digital media inside enterprises means marketers need to be able to put their digital assets in one location -- so that it can be stored, shared and collaborated upon at a fraction of the cost."

Sony is also discussing a partnership deal with IBM to offer its system to the latter's SME customers.

Data sourced from: BrandRepublic (UK); additional content by WARC staff