Separately, the engineer and the artist form their own creations. When the work together, they create something really new. Sony's artists and engineers didn't set out to make electronics, films or music, it set out to make you feel something.
iSpot Review — July 8, 2015
Here is a big-budget example of
how a parent brand advertises itself. This TV commercial from Sony is not just
about a camera, a TV or game console. It's about the broader experts and
professionals that lead to quality and trust in all the products Sony creates.
This kind of communication is
built upon and only possible with equity the brand has nurtured through
previous campaigns and creative iterations.
When done well, equity advertising
engages, creates emotional connections and halos positive impressions and
consumer motivation onto the myriad of featured product lines.
Sony benefits from a tremendous
entertainment industry footprint and can leverage it with high-profile
endorsements and images of its products in action. These are the kind of brand
assets that make equity advertising very attractive to marketers and executives.