Sony Group – South African trademarks
Updated 8 November 2026
Sony is a Japanese technology and entertainment group. Its products and brands include PlayStation, Bravia televisions, cameras, audio equipment, music and films.
How Sony Group has built and protected its brands in South Africa – its trademark portfolio, where it expanded, how quickly its marks are registered, and who it competes with.
Download report (PDF)Sony Group trademarks in 45 seconds
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/sony-group-south-african-trademarks/overview-video.html
A portfolio built over time
Sony Group filed its first South African trademark in 1961 and has filed 400 since; its busiest year was 1999, with 43 new filings. The chart shows its filings per year from 1970.
Trademarks by filing year, up to 2024; applications still pending are not included.
The names behind the portfolio
Over the years the group has filed under several names – earlier company names, holding companies and subsidiaries. We count them together.
| Name | Marks | Filing years |
|---|---|---|
| Sony | 264 | 1979–2019 |
| Sony Group | 204 | 1961–2024 |
| Sony Interactive Entertainment | 101 | 1994–2021 |
| Sony Interactive Entertainment Europe | 82 | 2000–2022 |
Where Sony Group expanded its business
Trademark classes show what a business sells. Sony Group's portfolio is concentrated in electronics & software (class 9), education & entertainment (class 41), toys & sports goods (class 28). Its most recent moves were into chemicals (2015), restaurants & hotels (2004), medical & beauty care (2004).
Sony Group trademarks: expansion into trademark classes, 1970–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/sony-group-south-african-trademarks/class-expansion-video.html
Each tile is a class; it lights up when the group first files in it and darkens with more filings; the dots show how many of its closest rivals also file in that class. The chart compares the number of classes used with its rivals. The video runs from 1970; classes entered earlier are lit from the start.
| Class | Marks | Share | Since |
|---|---|---|---|
| 9 Electronics & software | 161 | 40.2% | 1961 |
| 41 Education & entertainment | 32 | 8.0% | 1978 |
| 28 Toys & sports goods | 27 | 6.8% | 1995 |
| 42 Tech & IT services | 22 | 5.5% | 1978 |
| 38 Telecoms | 21 | 5.2% | 1978 |
| 37 Construction & repair | 13 | 3.2% | 1978 |
| 35 Advertising & retail | 13 | 3.2% | 1978 |
| 36 Finance & insurance | 11 | 2.8% | 1978 |
The brands Sony Group protects most
The word marks and logo names Sony Group has filed most often – the same brand filed in more classes, in more versions or again over the years.
| # | Brand | Trademarks | Classes | Filed |
|---|---|---|---|---|
| 1 | SONY | 88 | 45 | 1961–2015 |
| 2 | LIKE NO OTHER | 14 | 14 | 2004–2004 |
| 3 | VAIO | 14 | 8 | 1998–1999 |
| 4 | PS5 | 11 | 8 | 2020–2020 |
| 5 | SONY MUSIC | 9 | 6 | 2009–2024 |
| 6 | MAKE.BELIEVE | 7 | 7 | 2008–2008 |
| 7 | SIE | 7 | 7 | 2016–2016 |
| 8 | BE MOVED | 7 | 6 | 2013–2014 |
| 9 | TRILUMINOS | 6 | 5 | 2004–2013 |
| 10 | NIXXES | 5 | 5 | 2022–2022 |
| 11 | MEDIA GO | 4 | 4 | 2009–2009 |
| 12 | QRIO | 4 | 4 | 2009–2009 |
| 13 | QRIOCITY | 4 | 4 | 2009–2009 |
| 14 | SONY/ATV MUSIC PUBLISHING | 4 | 4 | 2009–2009 |
| 15 | SONY FEVAPITCH FIVE A SIDE | 4 | 4 | 2007–2007 |
Logos filed most often (since 2020)
Sony Group's logos
The 10 different logos Sony Group has had published since 2020 – each logo shown once, however many classes or versions it was filed in. Logos protected in more classes come first.
How quickly its trademarks are registered
Over the last five years, Sony Group's marks took a median of 2.5 years from filing to registration, faster than the market's 2.7 years. Most of that time is examination: 2.0 years from filing to acceptance (market: 1.9). Registration itself follows about half a year after acceptance. In 2026 the median jumped to 4.0 years: older applications – many filed years earlier – were finally accepted and registered, as the registry worked through its examination backlog.
Median years from filing to registration per registration year, split into examination (filing → acceptance) and acceptance → registration; the dashed line is the market median. A high recent value means older applications came through that year.
Who files the most in Sony Group's classes
Ranked by number of trademarks filed in Sony Group's main classes – any company that files there, whatever else it does (including retailers' own brands). This shows Sony Group's market position, not who is most like it.
In the last five years, Sony Group was #75 of 4,926 filers in class 9 (electronics & software), with 11 of 10,252 trademarks; #73 of 3,121 filers in class 41 (education & entertainment), with 8 of 6,243 trademarks; #53 of 842 filers in class 28 (toys & sports goods), with 4 of 1,560 trademarks.
Sony Group's share of all trademarks filed in each of its main classes, per filing year.
Top trademark filers in class 9 (electronics & software), South Africa 1975–2024: Sony Group
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/sony-group-south-african-trademarks/class-9-race-video.html
Main competitors – the companies most like Sony Group
Ranked by how similar their whole trademark portfolio is to Sony Group's – the same mix of classes and the same words in their marks – not by size. Large filers in its classes that do something different rank lower here.
Sony Group's closest competitors in South Africa are Apple, Huawei and Xiaomi.
Sony Group trademarks vs competitors: filings per year, 2010–2024
Watch the video on its own page, with transcript – https://snz.co.za/trademark-country-selection-direct/sony-group-south-african-trademarks/competitors-video.html
Trademark filings per year: Sony Group (orange) and its five closest competitors.
| # | Company | Relationship | Similarity |
|---|---|---|---|
| 1 | Apple | Direct competitor | 78% |
| 2 | Huawei | Direct competitor | 74% |
| 3 | Xiaomi | Direct competitor | 69% |
| 4 | Yuga Labs | 66% | |
| 5 | Hollywoodbets Brand | 65% | |
| 6 | Walmart | Retailer's own brands | 66% |
| 7 | Mercedes-Benz | Other field | 69% |
| 8 | Hyundai Motor | Other field | 68% |
| 9 | Formula One Licensing | Other field | 68% |
| 10 | European Professional Club Rugby | Other field | 66% |
Similarity of trademark activity since 2015 (classes and words used in marks). Retailers appear where their own brands compete on the shelf.
Sony Group – relevant export countries
South Africa exported US$2.6 billion of the goods Sony Group's main classes cover in the last year – computer software; computers; downloadable; electronic (class 9); toys; games; dolls; playing cards (class 28). Combining where these goods are exported, imported, growing and made (and copied), and what protection costs, these are the markets where Sony Group's trademarks matter most.
Adjust the weightings
These weightings decide how the countries below are ranked. Change any value and the others adjust to keep the total at 100%.
Worldwide
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 2 classes |
|---|---|---|---|---|---|---|
| 1 | European Union | 82 | US$290 m | -1% | National | US$1,594 |
| 2 | United States of America | 79 | US$167 m | +2% | National | US$1,400 |
| 3 | United Kingdom | 69 | US$48 m | -3% | National | US$833 |
| 4 | India | 68 | US$25 m | +9% | National | US$563 |
| 5 | Namibia | 65 | US$256 m | +15% | ARIPO | US$290 |
| 6 | Hong Kong SAR | 64 | US$20 m | -0% | National | US$807 |
| 7 | Botswana | 63 | US$273 m | -6% | ARIPO | US$290 |
| 8 | Canada | 63 | US$34 m | -4% | National | US$1,338 |
| 9 | Japan | 62 | US$6.6 m | -5% | National | US$893 |
| 10 | Australia | 62 | US$56 m | +0% | National | US$1,300 |
Africa
| # | Market | Score | SA exports | Import growth / yr | Route | Cost, 2 classes |
|---|---|---|---|---|---|---|
| 1 | Namibia | 65 | US$256 m | +15% | ARIPO | US$290 S&Z |
| 2 | Botswana | 63 | US$273 m | -6% | ARIPO | US$290 S&Z |
| 3 | Zimbabwe | 60 | US$172 m | +13% | ARIPO | US$290 S&Z |
| 4 | Nigeria | 59 | US$39 m | -11% | National | US$406 S&Z |
| 5 | Lesotho | 57 | US$95 m | +10% | ARIPO | US$290 S&Z |
| 6 | Mozambique | 56 | US$131 m | +1% | ARIPO | US$290 S&Z |
| 7 | Zambia | 56 | US$239 m | +24% | National | US$1,110 |
| 8 | Eswatini | 55 | US$89 m | -3% | ARIPO | US$290 S&Z |
| 9 | Malawi | 55 | US$34 m | +21% | ARIPO | US$290 S&Z |
| 10 | Tanzania | 55 | US$35 m | +7% | ARIPO | US$290 S&Z |
SA exports = South Africa's exports of these goods to the market in the last year. Ranked with the default weightings. Score 0–100 from South Africa's exports of the goods to the market, net imports, import growth, foreign trademark filings, where the goods are made, market size and the cost of protection. Costs are total fees (official and professional) to file in 2 classes; ARIPO costs are per country, plus US$269 once per ARIPO application; S&Z = S&Z's own all-in price. Goods are taken from the classes and specifications, so the ranking is indicative.
Trade data: CEPII BACI (version 202601, trade flows 2022–2024), Licence Etalab 2.0; aggregated and combined with other data by S&Z.
Protecting its top brands in Nigeria and OAPI with S&Z
| Brand | Classes | Nigeria | OAPI (17 states) |
|---|---|---|---|
| SONY | 45 | US$9,135 | US$8,950 |
| LIKE NO OTHER | 14 | US$2,842 | US$3,225 |
| VAIO | 8 | US$1,624 | US$2,117 |
| PS5 | 8 | US$1,624 | US$2,117 |
| SONY MUSIC | 6 | US$1,218 | US$1,748 |
S&Z all-in prices per brand in its number of classes, filing to registration.
TM Country Selection Rank the countries for your own goods and get the quotes.
Word marks you may have considered opposing
For Sony Group's five most-filed brands: word marks of other companies (not Sony Group's own group) that our similar word mark search, SimTM, found in the brand's own classes, and that we consider confusingly similar – from the earliest match found to today.
Similar to SONY (classes 9, 28, 38, 41, 42; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to VAIO (classes 9, 35, 36, 37, 38, 39, 41, 42; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to PS5 (classes 9, 16, 28, 37, 38, 41, 42, 45; no close matches in the search)
No confusingly similar marks of other companies found.
Similar to SONY MUSIC (classes 9, 16, 35, 38, 41, 45; searched 2018-02-28 to 2026-11-08)
No confusingly similar marks of other companies found in this period.
Similarity of the words only. Whether a mark could have been opposed depends on the goods and services, the reputation of the brand and the facts – S&Z can advise. New marks like these are what SimTM watch reports as they are published.
How S&Z can help you
S&Z does not just file trademarks. We are a technology-first firm that manages trademarks – analysing your data, monitoring competitors and making sure your trademark assets remain protected.
We manage your trademarks – not just file them
Analysing your data, monitoring competitors and making sure your trademark assets remain protected:
Filing and renewal at fixed, all-inclusive prices
S&Z prices – South African trademarks
| Filing, first class – incl. official fee, examination report, routine office action, acceptance, publication, registration and e-certificate | US$240 |
| Each additional class of the same mark, filed at the same time | US$225 |
| Renewal online, per class (every 10 years from filing) | R1,027 ≈ US$62.29 |
Renewal in rand; US$ at R16.49 per US$.
Sony Group's next five years of renewals
149 of Sony Group's registered marks reach their ten-year renewal date in 2027–2031. Renewed online with S&Z, that costs about US$9,281 over the five years.
Sony Group: frequently asked questions
What should Sony Group consider for its trademarks?
- Where to file next: its goods sell strongly in Namibia, Botswana and Zimbabwe – markets where South African exports of the same goods are large or growing, and where S&Z files at its own all-in prices (see “Sony Group – relevant export countries”).
- Fewer new brands: new brand names fell from 1.8 to 1.6 a year – worth reviewing whether planned launches are being protected early enough.
- Renewals and use: keep track of the ten-year renewal dates and of marks that are no longer used – unused marks can be challenged after five years, and some may no longer be worth renewing.