MBA 640
Brand Analysis Report
MBA 640
Executive Summary
Purpose of Report
Slate, Inc. is looking to analyze the brands of two competing titans of the gaming console
world, Sony’s PlayStation 5, and Microsoft’s Xbox Series X. This brand audit will be used to
inform Slate Inc on the direction of its branding strategy.
Findings and Conclusion
The PlayStation 5 has developed a brand centered around being innovative and creative
(Palomba, 2016). This is shown through the variety of exclusive games and the advanced
technology in the console itself and reflected in the game controller. The brand has built itself up
to be the top gaming console in the world with over 100 million users dedicated to the brand
(Park, 2020b). This loyalty was built through consistency and using different methods of
communication (Thompson et al., 2006, p. 61). Overall, the PlayStation brand is one of the most
recognizable brands in the industry.
The Xbox Series X has built its brand on being sophisticated and powerful (Palomba,
2016). The design and the technology behind the device speak volumes about the brand. Even
though the brand is considered one of the top brands in the industry they are still lagging behind
their competitor. This may be due to the changes being made by the company to dominate in a
different market. However, the brand is still on track to sell millions of consoles before the first
quarter (Thier, 2020).
Recommendations
,It is recommended that Slate Inc does not move into this industry. If Slate Inc. does move
forward they should take note of PlayStation’s brand and try to emulate a similar brand. This will
take time to build a brand that users identify with, but PlayStation has done so successfully.
Sony: PlayStation 5
Brand Personality
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) three specific traits defined PlayStation, imaginative, original, and unique (Palomba,
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). This sense
of creativity and technology is carried across into the smallest of details in the new PlayStation,
including the controllers. The new controllers are the most advanced ever with DualSense
technology that offers haptic feedback based on specific situations (Molina & Snider, 2020).
Brand Image
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, 2020b). This consistency is shown through the logo and the
brand personality traits being shown with each generation of the console.
, This brand image is created through emotional branding. Emotional branding is the
process of forming a relationship between a consumer and the product by provoking an
emotional response (Thompson et al., 2006, 2006, p. 50). By utilizing the consistency principle
brands carefully communicate consistent messages through images, advertisements, and
messages the company sends out (Thompson et al., 2006, 2006, p. 61). Customers who see a
familiar logo experience warmth as they see a brand that is trusted and well-known.
After PlayStation’s new logo was posted on Instagram to the official PlayStation page the
image amassed five million likes within 48 hours (Robinson, 2020b). PlayStation has garnered a
solid brand image that is consistent and has many positive connotations with the users.
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, 2020b).
Brand Identity
PlayStation has continuously developed its brand identity by adapting to the market and
following the core values of Sony. Sony’s core values are diversity, integrity, sincerity,
sustainability, dreams, and curiosity (Sony’s Purpose & Values, 2021). PlayStation strongly
aligns with the core values of Sony with gaming diversity, as well as their creative and
innovative personality. PlayStation has been on the edge of gaming technology and developing
games to create trends and follow them.
The new PlayStation 5 is a powerful gaming console with an exclusive list of top tier
games being released in tandem with the console. However, that is all that PlayStation is, a
gaming console (Mills, 2020). This brand has dived into becoming a powerhouse of a gaming
console by developing a better system and collecting studios to create exclusive games (Mills,
Brand Analysis Report
MBA 640
Executive Summary
Purpose of Report
Slate, Inc. is looking to analyze the brands of two competing titans of the gaming console
world, Sony’s PlayStation 5, and Microsoft’s Xbox Series X. This brand audit will be used to
inform Slate Inc on the direction of its branding strategy.
Findings and Conclusion
The PlayStation 5 has developed a brand centered around being innovative and creative
(Palomba, 2016). This is shown through the variety of exclusive games and the advanced
technology in the console itself and reflected in the game controller. The brand has built itself up
to be the top gaming console in the world with over 100 million users dedicated to the brand
(Park, 2020b). This loyalty was built through consistency and using different methods of
communication (Thompson et al., 2006, p. 61). Overall, the PlayStation brand is one of the most
recognizable brands in the industry.
The Xbox Series X has built its brand on being sophisticated and powerful (Palomba,
2016). The design and the technology behind the device speak volumes about the brand. Even
though the brand is considered one of the top brands in the industry they are still lagging behind
their competitor. This may be due to the changes being made by the company to dominate in a
different market. However, the brand is still on track to sell millions of consoles before the first
quarter (Thier, 2020).
Recommendations
,It is recommended that Slate Inc does not move into this industry. If Slate Inc. does move
forward they should take note of PlayStation’s brand and try to emulate a similar brand. This will
take time to build a brand that users identify with, but PlayStation has done so successfully.
Sony: PlayStation 5
Brand Personality
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) three specific traits defined PlayStation, imaginative, original, and unique (Palomba,
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). This sense
of creativity and technology is carried across into the smallest of details in the new PlayStation,
including the controllers. The new controllers are the most advanced ever with DualSense
technology that offers haptic feedback based on specific situations (Molina & Snider, 2020).
Brand Image
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, 2020b). This consistency is shown through the logo and the
brand personality traits being shown with each generation of the console.
, This brand image is created through emotional branding. Emotional branding is the
process of forming a relationship between a consumer and the product by provoking an
emotional response (Thompson et al., 2006, 2006, p. 50). By utilizing the consistency principle
brands carefully communicate consistent messages through images, advertisements, and
messages the company sends out (Thompson et al., 2006, 2006, p. 61). Customers who see a
familiar logo experience warmth as they see a brand that is trusted and well-known.
After PlayStation’s new logo was posted on Instagram to the official PlayStation page the
image amassed five million likes within 48 hours (Robinson, 2020b). PlayStation has garnered a
solid brand image that is consistent and has many positive connotations with the users.
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, 2020b).
Brand Identity
PlayStation has continuously developed its brand identity by adapting to the market and
following the core values of Sony. Sony’s core values are diversity, integrity, sincerity,
sustainability, dreams, and curiosity (Sony’s Purpose & Values, 2021). PlayStation strongly
aligns with the core values of Sony with gaming diversity, as well as their creative and
innovative personality. PlayStation has been on the edge of gaming technology and developing
games to create trends and follow them.
The new PlayStation 5 is a powerful gaming console with an exclusive list of top tier
games being released in tandem with the console. However, that is all that PlayStation is, a
gaming console (Mills, 2020). This brand has dived into becoming a powerhouse of a gaming
console by developing a better system and collecting studios to create exclusive games (Mills,
