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Following registration of the Sony trademark and the company's rebirth as Sony Corporation, plans to internationalize, diversify operations, and widen brand recognition were successfully implemented. In particular, thanks to Morita's vision and resolution in developing international operations, Sony won widespread recognition and acclaim as a top international company. Thanks to his open and unique character, Morita was not viewed as just another company executive. Instead, he had become an internationally revered figure and "ambassador" for Japan. His charisma served to further boost Sony's image around the world.
As Sony diversified its operations beyond the field of electronics, the company became widely known for its groundbreaking spirit, which also contributed to its corporate image.
In a 1990 Landor Associates survey of Japanese, American, and European companies, Sony ranked first in terms of esteem and fourth in name recognition to win an overall ranking of second place. Ohga was particularly delighted with these results because they were proof of the commitment he had made to the company when he succeeded Iwama as president. Ohga's top priority was to enhance the Sony brand image which had been created by his three predecessors. Through the implementation of various revolutionary corporate strategies and systems, he strengthened both Sony's hardware and software businesses and succeeded in establishing Sony as a major international corporation.
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Sony ranked second overall in a 1990 Landor Image Power survey. |
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Sony has consistently maintained its position as a top pick for new Japanese university graduates seeking careers. Moreover, according to a 1994 Japanese survey, Sony was the most attractive Japanese company to individual investors for the second year running.
Employees, customers and investors are all important to Sony. Since the 1960s, Morita and Noboru Yoshii, who was then a managing director, maintained a clear investor relations policy emphasizing an open door approach and widespread dissemination of information to stockholders. This policy continues to be followed today by Sony's Investor Relations Division.
In 1955, Morita had told Bulova that Sony would be famous around the world within 50 years. In fact, his prediction came true in only a fraction of that time. Today, the Sony company culture and philosophy are widely acclaimed by customers of all ages and in all parts of the world.
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