Abstract
In the last few years, the restructuring of Sony' s electronics division and
the repositioning of the company' s TV business has enabled it to regain its
status as a leading player in the global TV market. By emphasizing the
superiority of Sony TVs' screen resolution and color display in its
advertising, Sony has succeeded in grabbing the number two spot in the US TV
sales rankings; the emphasis on color has helped to differentiate Sony TVs
from rival brands such as Philips, Samsung and Sharp. Sony' s distribution
strategy is another important factor behind the brand' s success in the US
market. Sony has made effective use of a variety of different distribution
channels, setting different goals for each channel; this multi-pronged
strategy has enabled Sony to grow its TV sales in the US while at the same
time strengthening its brand image.
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