MBA 640
Brand Analysis Report
MBA 640
Brand Personality
Companies need to develop distinctive human characteristics that the consumers can relate to in
order for a brand to be successful. Brand personality is a set of human characteristics that are
associated to a brand name (Branding Elements, n.d.). The words used should not be extremely
boring or overly complicated or the traits may not attract customers. There are five key
dimensions of personality: brand competence, sincerity, excitement, sophistication, and
toughness (Branding Elements, n.d.).
Sony: PlayStation 5
PlayStation totes the slogan “Play Has No Limits” (PlayStation®5: Play Has No Limits, 2021).
This slogan entails a company that actively promotes innovation and creativity within their
products that they would like their customers to enjoy. This personality has been shown through
the years with the varying slogans released with each new addition such as “Live in Your World,
Play in Ours” and “Greatness Awaits”. During the early ages of PlayStation (third generation)
there were three specific traits that defined PlayStation, imaginative, original, and unique
(Palomba, A., 2016). PlayStation is a wholly owned subsidiary of Sony whose purpose is to “fill
the world with emotion, through the power of creativity and technology” (Sony Global, 2021).
Microsoft: Xbox Series S
The Xbox Series S screams sophistication and power. This falls under toughness and competence
(Branding Elements, n.d.). “Power Your Dreams” this is the slogan that was released with the
Xbox Series S (The all-new Xbox Series X: Xbox, 2021). The entire Xbox Series X website is
geared around the power of the newest Xbox. The entire Xbox franchise has always been
, labelled as sophisticated and powerful since the Xbox 360 (Palomba, 2016). This is a brand that
is ahead of the curve and is backed by the Microsoft brand.
Brand Image
The image of a brand is the perception of a brand in the mind of a person (Branding Elements,
n.d.). This image is created and developed over time and should illustrate a positive connotation.
The image of a brand is more than just the logo, it is a mix of the positive and negative
associations consumers make due to interactions with the brand (Branding Elements, n.d.).
Sony: PlayStation 5
A brand should work to build awareness and develop trust and loyalty with their customers.
PlayStation did exactly that during the release of the PlayStation 5 logo which was surprisingly
similar to the PS3 and PS4.. Sony is a global giant that built this trust and loyalty through
consistency (Robinson, P., 2020).
PlayStation has one of the most recognizable logos in the gaming industry and it is important for
people to immediately think of PlayStation when it is seen (Robinson, P., 2020). Customers who
see the familiar logo experience warmth as they see a brand that is trusted and well-known. After
the new logo was posted on Instagram to the official PlayStation page the image amassed five
million likes within 48 hours (Robinson, P., 2020). PlayStation has clearly garnered a solid brand
image that is consistent and has many positive connotations with the users.
Microsoft: Xbox Series X
The newest iteration of the Xbox went in a different direction with the logo when compared to
PlayStations familiar take. The new logo a uses the word SERIES in a vertical formation with a
large stylized X to the right. This new image may be due to the drastic changes and new
Brand Analysis Report
MBA 640
Brand Personality
Companies need to develop distinctive human characteristics that the consumers can relate to in
order for a brand to be successful. Brand personality is a set of human characteristics that are
associated to a brand name (Branding Elements, n.d.). The words used should not be extremely
boring or overly complicated or the traits may not attract customers. There are five key
dimensions of personality: brand competence, sincerity, excitement, sophistication, and
toughness (Branding Elements, n.d.).
Sony: PlayStation 5
PlayStation totes the slogan “Play Has No Limits” (PlayStation®5: Play Has No Limits, 2021).
This slogan entails a company that actively promotes innovation and creativity within their
products that they would like their customers to enjoy. This personality has been shown through
the years with the varying slogans released with each new addition such as “Live in Your World,
Play in Ours” and “Greatness Awaits”. During the early ages of PlayStation (third generation)
there were three specific traits that defined PlayStation, imaginative, original, and unique
(Palomba, A., 2016). PlayStation is a wholly owned subsidiary of Sony whose purpose is to “fill
the world with emotion, through the power of creativity and technology” (Sony Global, 2021).
Microsoft: Xbox Series S
The Xbox Series S screams sophistication and power. This falls under toughness and competence
(Branding Elements, n.d.). “Power Your Dreams” this is the slogan that was released with the
Xbox Series S (The all-new Xbox Series X: Xbox, 2021). The entire Xbox Series X website is
geared around the power of the newest Xbox. The entire Xbox franchise has always been
, labelled as sophisticated and powerful since the Xbox 360 (Palomba, 2016). This is a brand that
is ahead of the curve and is backed by the Microsoft brand.
Brand Image
The image of a brand is the perception of a brand in the mind of a person (Branding Elements,
n.d.). This image is created and developed over time and should illustrate a positive connotation.
The image of a brand is more than just the logo, it is a mix of the positive and negative
associations consumers make due to interactions with the brand (Branding Elements, n.d.).
Sony: PlayStation 5
A brand should work to build awareness and develop trust and loyalty with their customers.
PlayStation did exactly that during the release of the PlayStation 5 logo which was surprisingly
similar to the PS3 and PS4.. Sony is a global giant that built this trust and loyalty through
consistency (Robinson, P., 2020).
PlayStation has one of the most recognizable logos in the gaming industry and it is important for
people to immediately think of PlayStation when it is seen (Robinson, P., 2020). Customers who
see the familiar logo experience warmth as they see a brand that is trusted and well-known. After
the new logo was posted on Instagram to the official PlayStation page the image amassed five
million likes within 48 hours (Robinson, P., 2020). PlayStation has clearly garnered a solid brand
image that is consistent and has many positive connotations with the users.
Microsoft: Xbox Series X
The newest iteration of the Xbox went in a different direction with the logo when compared to
PlayStations familiar take. The new logo a uses the word SERIES in a vertical formation with a
large stylized X to the right. This new image may be due to the drastic changes and new
