Brand Content Audit Report for Sony PlayStation in China

Brand Content Audit Report for Sony PlayStation in China.
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Brand Content Audit Report for Sony PlayStation in China.
           The lifting of the 15-year ban on foreign and domestic manufacturing and sale of gaming consoles opened up a highly lucrative market for gaming giants. Sony’s gaming console, Play station is one of the participants in the Chinese gaming market where establishing dominance is a significantly difficult task. This is further complicated by the requirement that foreign companies ought to partner with domestic game manufacturers and their products remain subject to a lot of censorship. Competition in the 23-million-dollar market requires a comprehensive marketing campaign (Zhang &Chiu, 2020). Sony Computer Entertainment launched its PlayStation business in 2015 after the ban on gaming had been lifted. The gaming giant, in its launch, partnered with domestic Chinese firms to further boost its dominance in the lucrative market. This paper reports on the content audit for Play station’s recent marketing campaign in China from communication strategies to content planning and marketing. 
           Marketing communication is important in disseminating information about a product to the target consumers. PlayStation used strategic communication modes that were keen on influencing the consumers. The brand's name was placed alongside the corporate name for promotions, a strategy known as the “Umbrella Branding Strategy”. Furthermore, the company adopted a commendable media attitude in creating online awareness of the product via websites, televisions, and print media advertisements. These promotional strategies were topped off by the display of its products in stores for direct testing by customers. In the launching of PS5 in the market, the internet was filled with ads about it beforehand which fastened its market transition and domination. Looking into the Sony PlayStation website, there are a number of exclusive contents that differentiates it from its rivals which enables it to overcome competition. The inclusion of the “play has no limits” slogan in its website images for the PS5 also appealed to the consumers. By all the above, the company provided a platform where the target consumers were entertained and educated at the same time (De Regt et al., 2021). Conclusively, the brand’s content served important in its campaign for market dominance.




Fig 1: Screenshots of the Sony PlayStation website, China showcasing the different products and the catchy slogans (Sony PlayStation, n. d)
Content marketing is a strategic approach that is ultimately focused on driving profitable customer actions. This case utilizes newsletters, video and graphic reports, the company’s blogs and websites, virtual conferences, and podcasts as marketing forms (Wawrowski & Otola, 2021). Content that remains relevant, interesting, and useful does well in creating a conversation about the content and in turn the product. The strategy also creates deeper connections between brands and customers. From online advertis...