The Sony PlayStation online hacking scandal should only have a short-term negative impact on the Sony brand, but will have wider online implications, according to a brand expert.
Sony's online PlayStation Network fell victim to hackers between 17 and 19 April. Sony has shut down its online network and has not given a precise time when it will be back online.
According to Marshall Ward, managing director of branding firm Blue Marlin, the hacking of 75 million Sony customers' personal details will have short-term implications for Sony, due to the brand's initial slow response.
Referring to the fact that Sony took a week to admit to the hacking, Ward said: "This is a story of trust and loyalty. Sony has built these things over time, but its initial inaction regarding the hacking shows that the brand was putting itself first, rather than the victims. From a brand point of view, Sony is not winning any trust battles."
Despite this, Ward pointed out that people will still be interested in playing online games, and that the Sony brand will probably not suffer any long-term setbacks provided it responds to the issue and comes back online in a timely manner.
However, the wider implications for the general online community will be significant.
"There are not just going to be implications for Sony, but for the online community in general. Sony is a global conglomerate, and there is an expectation that the brand would have the highest security possible. If Sony is being hacked, what does it mean for other brands' online security. It raises the question, who is next? Facebook? Microsoft? eBay? Amazon? The list goes on."
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