Step 3 and 4

References

Bolger, B. (2019, July 5). Sony. The Brand Media Coalition. https://brandmediacoalition.com/brands/sony/

Finck, B. (2022, May 20). The PlayStation brand needs a new face. SUPERJUMP. https://www.superjumpmagazine.com/the-playstation-brand-needs-a-new-face/

Grubb, J. (2015, September 28). PlayStation is one of the most ‘intimate’ brands for millennials. VentureBeat. https://venturebeat.com/2015/09/28/playstation-is-one-of-the-most-intimate-brands-for-millennials/

Liao, S. (2022, July 14). Sony announces PlayStation Stars, a loyalty program for gamers. The Washington Post. https://www.washingtonpost.com/video-games/2022/07/14/sony-playstation-stars-announcement/

Liffreing, I. (2020, December 3). Sony's PlayStation 5 outspent Microsoft's Xbox series X three to one in launch ads. Ad Age. https://adage.com/article/cmo-strategy/sonys-playstation-5-outspent-microsofts-xbox-series-x-three-one-launch-ads/2298636

Sherr, I. (2020, June 12). Sony's PS5 design is 'bold, daring and future facing," PlayStation CEO says. CNET. https://www.cnet.com/culture/sonys-ps5-design-is-bold-daring-and-future-facing-playstation-ceo-says/

Shiesel, S. (2021, September 1). PlayStation 5: The next step in Sony’s rebound (Published 2020). The New York Times - Breaking News, US News, World News and Videos. https://www.nytimes.com/2020/11/11/technology/sony-playstation-5-ps5.html

Slefo, G. P. (2020, January 7). New Sony PlayStation logo draws plenty of jeers. Ad Age. https://adage.com/article/special-report-ces/new-sony-playstation-logo-draws-plenty-jeers/2225356

Snider, M., & TODAY, U. (2020, November 14). Xbox and PlayStation: How Sony and Microsoft changed the way we play video games. USA TODAY. https://www.usatoday.com/story/tech/2020/11/14/xbox-and-playstation-microsoft-and-sonys-history-video-games/6233775002/

Swannie, M. (2020, July 16). 3 biggest brand lessons from the PlayStation vs Xbox console wars. TNW | Growth-Quarters. https://thenextweb.com/news/3-biggest-brand-lessons-from-the-playstation-vs-xbox-console-wars

Tassi, P. (2020, February 8). Millennials Pick PlayStation As Their Favorite Brand, Gen Z Picks Xbox. Forbes. https://www.forbes.com/sites/paultassi/2020/02/08/millennials-pick-playstation-as-their-favorite-brand-gen-z-picks-xbox/?sh=7da2029b575d

Webb, K. (2021, January 22). Sony's PlayStation 5 is setting the bar for gaming in 2021, but the system will need more exclusives to truly prove its value. Business Insider. https://www.businessinsider.com/guides/tech/sony-ps5-playstation-5-review?r=US&IR=T

Webb, K. (2021, January 22). Sony's PlayStation 5 is setting the bar for gaming in 2021, but the system will need more exclusives to truly prove its value. Business Insider. https://www.businessinsider.com/guides/tech/sony-ps5-playstation-5-review?r=US&IR=T

Palomba, A. (2016). Brand Personalities of Video Game Consoles. American Communication Journal, 18(1). https://www.superjumpmagazine.com/the-playstation-brand-needs-a-new-face/

Dempsey, P. (2020). The teardown: Sony PlayStation at 25: A quarter of a century ago, Sony entered the gaming business in elegant fashion. Engineering & Technology, 15(1), 84-85. https://ieeexplore.ieee.org/abstract/document/9246197/

Parisi, D. (2015). A counterrevolution in the hands: The console controller as an ergonomic branding mechanism. Journal of Games Criticism, 2(1), 1-23. http://gamescriticism.org/articles/parisi-2-1/