Sony PlayStation

  Slate, Inc. has asked us to provide a brand analysis report on these two competing brands to inform Slate’s decisions on the direction of its own branding strategy. The gaming industry revenues have seen an increase in sales among consumers staying home due to the COVID-19 pandemic. Heading into the year-end shopping season, consumers are trying to balance a weak economy with their higher need to entertain themselves at home. This has helped drive up Sony’s shares 46% since its March lows (Reuters, 2020). Microsoft announced that its next-generation Series X Xbox game console will also launch in November, 2020, and will sell for $499.99. The new console supports 4K graphics and has a solid-state drive that allows faster loading times than older generation consoles. Microsoft also announced a lower-priced model, the Xbox Series S, an all-digital console that will sell for $299.99 (Fortune, 2020). Based on your research of the two companies’ brands, write 4 page report on Microsoft’s X-Box discussing each brand element. 1. brand image 2. brand identity 3. brand differentiation 4. brand positioning 5. brand communication 6. brand loyalty 7. brand equity (including financial equity) As you examine these branding elements, your report should also answer the following questions: 1. How strong are the companies’ brands in the market? 2. What are the factors contributing to their strengths and weaknesses? 3. How do consumers perceive this brands? 4. Are there any sub-brands? Are there any brand extensions?