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1) which was then later changed to Sony. “The next year the company changed its name to Sony (from "sonus," Latin for "sound," and "sonny," meaning "little man").” (Sony Corporation, 2008, Introduction section, para. 1) Actually, Massaru wanted to change his company’s name, so that he could market his products to American’s. In order for any of their products to become a house hold name, he understood that they needed to have brand equity among other competitors. Massaru’s plan was to envision a product line that had incredible technological advantages over his competitor’s products...
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