1. LOGO SINCE 1975
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Reem AlMutib
2B6203
Marketing Communication
Prof. Acar

2. HISTORY OF SEGA
• During WW II, SEGA started out as a service company for the US military to provide
amusement for soldiers while they were stationed at military bases. They made slot
machines for US military bases.
• SEGA originally named Service Games
• The evolution of SEGA enterprise: Slot machine  Arcade game  Home console (1983)
• Dreamcast was the last Home console (1983-2001 financial losses)
• 2001 SEGA restructured & focused on providing software as a third-party developer
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3. HISTORY OF SEGA LOGO3

4. SEGA, NINTENDO & SONY BRANDS
• Nintendo & Sony logos and brands has changed and expanded over the past
years
• Nintendo a video game company targeting families, the brand logo changed the
color from red to grey, like saying we target all ages not only kids
• Sony has various businesses, each has its own logo with one brand defines Sony
• SEGA logo remained the same before being a game console (1983) and after
restructuring (2001)
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5. SEGA CEO, HAJIME SATOMI
QUOTATIONS
• "I believe that if we can't maintain quality, it would be better
to not release anything at all.“
• "Sega in the 90s was known for its brand, but after that, we've
lost trust, and we're left with nothing but reputation ... We'd
like to win back the trust and become a brand once again.“
Source: GAMESPOT
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6. CURRENT BRAND IMAGE &
ASSOCIATIONS
• The mid-1990s Sega made efforts to expand beyond its image as a strictly kids-
oriented, family entertainment company, by publishing a number of games with
extreme violence and sexual themes, and introducing the "Deep Water" label to
mark games with mature content.
Source: EGM magazine
• However, currently the brand focusing as third-party developer, after
restructuring from home video games console
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7. CONSUMER INSIGHTS
After searching and reading several consumers comments, I summarized their
perspective or insights as follows:
• The quality of games produced/developed by SEGA is gradually decreasing
• They should leave mobile games and focus on console games
• They should go back into making hardware system along with the software
• The CEO is too old, and they need a new young blood to manage the company
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8. BRAND PYRAMID
Trust
Quality
Home video game console
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Feeling the
experience
Dynamic
Relevant
Hardware
and
software
Gamers
Entertaining All
ages

9. OVERALL BRAND STRATEGY
Mission
Continue to create
day to day exciting
experiences
Vision
Entertainment is about living
dreams, it is about experiencing
joy and culture. We hope to
c o n v e y t h e p l e a s u r e a n d
e x c i t e m e n t i n s p i r e d b y
entertainment to people all over
t h e w o r l d .
Value
Creation is life
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10. BRAND POSITIONING
SEGA Brand position:
 SEGA currently is the source that provides software for several famous gaming
consoles systems, such as PS4 & Xbox with the most successful games. As soon
as SEGA goes back in producing hardware, for sure they will occupy a high
market share
 SEGA still has its reputation as pioneer in home console system’s market, they
can use that when they decide to come back to lead the market.
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11. BRAND PROMISE11
SEGA Brand Promise:
“Be a game changer.”

12. BRAND ARCHET YPE – THE CREATOR
• Quote: “Life isn’t about finding yourself. Life is about creating yourself.” ~ George Bernard Shaw
• Motto: If you can imagine it, it can be done.
• Driving desire: to create things of enduring value
• Goal: to realize a vision
• Greatest fear: mediocre vision or execution
• Strategy: develop artistic control and skill
• Task: to create culture, express own vision
• Weakness: perfectionism, bad solutions
• Talent: creativity and imagination
• Also known as: artist, inventor, innovator, muse, musician, writer or dreamer
• Creator archetypes in the wild:
• promote self-expression, give customers choices and options, help foster innovation or is artistic in design
• creative fields like marketing, public relations, the arts, or technological innovation
• differentiate from “do-it-all” brands that leave little room for the imagination
• “do-it-yourself and save money” approach
• customer has the time to be creative
• organization with a creative culture
• Archetype examples: Lego, Sony, Crayola
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13. CURRENT & NEW : BRAND LOGO & COLORS
Current Brand Logo:
 Creative logo with nice blue color, but outdated
 Customers will associate the current brand with its failure in 2001
New Brand Logo:
 SEGA needs to create more than one logo, like what Sony did with its different
segmentations
 The logo itself needs to be updated, like what Nintendo did by changing the color from red
to grey, to give an impression that they are targeting all ages (children to Adults)
 I recommend the color remain the same (blue) but with different shape
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14. CURRENT AND NEW: BRAND SLOGAN
Current Brand Slogan
"Welcome to the next level.“
New Brand Slogan:
 To be continued...
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15. CURRENT AND NEW: BRAND TARGET
Current Brand Target
 Mobile gamers
Third-party developers (Software) for home console gamers (all ages)
New Brand Target:
 Focus on home console (Hardware) & home console gamers of all genders and
ages
 Expand and target PC gamers (Software)
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16. HOW ARE YOU GOING TO ACHIEVE/COMMUNICATE
THE NEW IMAGE?
 In terms of SEGA’s biggest challenges is to go back as leading home console system, I
will firstly lead a campaign with PR to remind all gamers through articles, magazines and
social media that SEGA was once a market leader and pioneer in terms of video games
consoles.
 Secondly, I will let PR focuses on the following points in messaging – reinforcing that
SEGA made the best games on multiple platforms and had the best development teams,
that the company was financially stable and meeting milestones and that the company
had the right game plan in place for continued success.
Thirdly, I will create different logos for each different segmentation (similar to SONY’s
strategy). To be in the safe side, if something occur to one logo, it would not affect the
brand as a whole
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17. WE WILL BE BACK
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THANK YOU