RESEARCH ON PLAYSTATION'S BRAND STRATEGY
ABSTRACT: In this article, the main project is to analyze the brand strategy of PlayStation. The learned knowledge, especially Marketing, Communication, Advertisement and other related principles, will be used to deeply understand the development process and challenges of PlayStation, which is known as a celebrated personal electronic entertainment brand. Some enlightenment will also be put forward for Chinese electronic entertainment industry brands’ construction, by drawing lessons from PlayStation. It will also sum up the operation and universallaw of electronic entertainment brand, by analyzing the characteristics of PlayStation’s management. Afterwards, this article will study on the brand impact on electronic entertainment industry, based on those universallaw. Researching problems and the key to it of the current PlayStation is another important project of this article.
Key words: Brand, Electronic Entertainment,PlayStation, Brand Strategy