Sony TV Spot, 'Join Together' Song by The Who

iSpot Review - July 8, 2015

Here is a big-budget example of how a parent brand advertises itself. This TV commercial from Sony is not just about a camera, a TV or game console. It's about the broader experts and professionals that lead to quality and trust in all the products Sony creates.

This kind of communication is built upon and only possible with equity the brand has nurtured through previous campaigns and creative iterations.

When done well, equity advertising engages, creates emotional connections and halos positive impressions and consumer motivation onto the myriad of featured product lines.

Sony benefits from a tremendous entertainment industry footprint and can leverage it with high-profile endorsements and images of its products in action. These are the kind of brand assets that make equity advertising very attractive to marketers and executives.