Branding
VAIO brand is known well for notebook PC product. VAIO is sub brand of Sony that it have slogan ‘like no other’. A Corporate brand value supports VAIO to have advantages of a guarantee of value and quality. Consumer can trust for the quality of VAIO to support by Sony. Moreover, VAIO is awarded No.1 notebook PC brand that consumers are continually satisfied from BrandAge, Marketeer, and Trusted Brand of Reader’s Digest, by Thailand’s most admired brand survey. To guarantee that is favorite and popular one.

VAIO has building up brand recognition in market with their advertising that mention to recognize to consumers. It is the quality, innovation, and value.
· Quality Sony VAIO has an origin in Japan. Consumers know well that Japan is the potential of labor skill and production in electronic. Japanese believes that each manufacturing must have the same quality. Traditionally, VAIO is referred to the quality not only usability but also material. That the materials used to build each VAIO notebook are only ever selected for its quality so as well as sleek looks and processing power. VAIO is designed to cope with high end materials of everyday use. Moreover, VAIO is made by human hand guarantees the utmost in quality and strive for a complete notebook in manufacturing.
· Innovation when we talk to VAIO notebook, we unusually think of its innovation in every time. Since its introduction, each new VAIO model has been a showcase of our advanced innovation know-how. Till today, this unfailing principle remains very much an integral part of VAIO product development process. VAIO have development product to be outstanding in term of products because the world of technology is movement all time. Being the first research make advantage to brand that is key success of Sony VAIO. There are the new innovations such as. Fingerprint Recognition The integrated biometric fingerprint sensor fitted to selected Sony VAIO notebooks means that you’ll never have to remember your login password ever again. Simply slide your fingertip over the sensor and start working. Dual Layer Drives is store more on your Sony Dual Layer Drives mean that the next time you save something to DVD. There will be twice as much storage space to finish the job.
· Value looking for a functional product, someone is looking for a powerful brand to be the great brand value such as VAIO. It has the brand value to impress consumers as luxurious, modern, prestige, fashionable, hi-tech, and high class. Those values are recognized inside consumer’s mind that they feel proud to possess. Brand value isn’t concrete object but it is understood well that have the powerful attraction consumers. Nevertheless, the benefit of those values makes VAIO to be premium brand for the high price product. Building a positive value is difficult thing but VAIO is able doing it with its potential in term of product thought promotion.

Sony VIAO brand strategy
· Global brand strategy
Selling the same product in every market has building the similar product and the similar preference. According to VAIO notebook consumers also acknowledge around the world that Thai consumer like American or Japanese consumer. Using global brand makes VAIO advantages for advertising and promotion to access every market with brand image to have standardization.
· Line extension strategy
Making consumers has several choices within a brand. Nowadays, there are differences consumer’s wants that depend on price, performance, lifestyle, design, and etc. So, VAIO invents many series notebook to respond each consumer’s wants. For example, VAIO P-Series is slim enough to carry with one hand. It can fit into a jacket pocket. VAIO FW-Series enhances the multimedia entertainment with a revolutionary with a large screen for a enjoy movies, games, photo slideshows and the Internet.

Positioning/ unique selling point
The specification of VAIO notebook PC positioning is considered for opportunity to access or stand in market. VAIO must apply its unique selling point of product to be clearly different from other competitors such as Apple, HP, Acer, Toshiba, and Dell those bases on direct competitors in Thailand market. Now, VAIO sets its positioning as a prestige brand with high price, high quality, high class, ultimate technology, ultimate design, and modern -IT lifestyle. Those positioning or unique selling point that I mention again in a part of product positioning strategy are considered strategies to be the better choice for market competitors.

Product positioning strategies
· Attributes VAO uses this product position strategy because it emphasizes consumers to attributes of its product that has the ultimate technology and design. Every technological aspect has been carefully thought out when integrating design with advanced technology. All with the one purpose of creating a unique and fulfilling user experience for our valued customers.
· Quality and price This strategy indicates of the difference between high quality –high price and low quality-low price. VAIO has positioning as high quality and price that brand image is a prestige brand to be able guarantee consumer. Because consumers believe that product is high quality and price, it is the best product.
· Use or user This strategy indicates how product use or connect brand name with status or class of users. VAIO notebook PC users are available for the modern and IT lifestyle. VAIO is connected with lifestyles of a college student and businessman who want an outstanding notebook to reflect their lifestyles. Besides, VAIO indicates for a tested user to be high class that likes the luxury product and brand.
· Global consumer culture positioning this strategy emphasize the similar of consumer group for their preference and give importance with brand name that consumer is proud to use same product with the most of people in the world. Sony VAIO indicates positioning for all people especially the global young and global elite.

Key success factors relate to the product
Although notebook PC is a highly competitive industry, VAIO is capable of a leader of notebook PC in Thailand. VAIO can be more than a notebook with design that is outstanding and different from other brands. Not only feature but also colorfulness are several for every lifestyles or luxuries to be believable for businessman. A particular purpose of each VAIO’s design is excellently using in a beautiful feature that means it must be an attractive image whereas it can respond with an excellent performance. Exactly, those are the part of key factors that VAIO has successfulness nowadays.

The key success factors to relate to VAIO notebook PC product are successful in market and satisfied for consumer users. I can divide into four parts.

Development As you know, Sony VAIO is the leader of technology. Each new VAIO notebook PC has been a showcase of its advanced technological or innovated know-how. The unfailing principle remains very much an integral part of VAIO product development process. Every technological aspect has carefully developed with advanced technology all with the sole purpose of creating a unique user experience for VAIO valued customers. The outstanding development with technology or innovation makes the fame that consumers are know well. VAIO invested as much time in developing a perfect cooling notebook for the processing capabilities. There are many advanced developments as the perfect cooling notebook of VAIO such as Stay Connected with Motion Eye Camera, Superb Viewing with Advanced LCD Technology, Complete Experience with VAIO Software, Data Security with HDD Protection, High Performance with Flash Memory, Long-Lasting Power with Ultra Stamina, Versatility with Hybrid Graphics System and etc. Those are VAIO’s development to make the special functional notebook to differ from other competitors.
Design Having a good attraction with beautifully a countenance can charm consumer, they can recognize that product well. Design the countenance or feature is very important because VAIO understands that the real consumer wants for mobile computer’s performance is based on design to suit their lifestyle that can anticipate their working demands and their lifestyle needs. Then, it is designed to be light enough to carry, yet strong enough to handle everyday wear and tear to support consumer’s lifestyles. VAIO designs harmoniously both using and feature t that isn’t just aesthetically pleasing. For example, consumer get a notebook that has had as much time, energy and expertise invested in the look, feel ,and position of its keyboard as in its cooling system or battery life. It is also looks need to reflect the professional design. VAIO is styled so that wherever at the office, in your living room or on the road. It has to be a joy to behold, but more importantly it has to be a pleasure to use.
Difference Making a difference to be outstanding to respond consumers is the advantage success because consumer is wants and desires liked no other. For example ,“For L Series, We want to create New Home Entertainment Market and our marketing perspective from now on will be creating new market for our new model for truly differentiate ourselves from other competitors, to gain comparative advantage for VAIO Brand” Mr. Kazuao Zuyama CEO Sony (Thailand) said. VAIO has tried to make the different thing by research looking forward to a future and to make the first researcher without copying. VAIO gives importance to make the difference of product from its competitors with functional. Moreover, responding consumer wants depends on their lifestyle that is entrainment, mobility, simplicity, and design. The potential that can make difference of product is able make a new different market too.
Dealer VAIO gives importance for having the strong dealers .Furthermore, VAIO continuously have developing dealers for long time. Starting with the single price that dealers haven’t high competition and they can trust for selling VAIO product. VAIO selects key dealers to promote its product and it usually has arranged seminar and training to its dealers. Not only product knowledge but communication of dealers to customers must be well information and introduce about the enjoyment that customers get from VAIO notebook. In addition, VAIO also had suggested for design the display store. The potential and strong dealers can attract customers.