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1955年,一位名叫盛田昭夫的日本商人来到美国拓展市场。美国一家大公司决定向他订购10万台小型收音机,条件是必须换上这家美国公司的商标出售。10万台的订单对于刚刚起步的商人来说是个极大的诱惑。但盛田昭夫却坚持使用自己的商标,最终放弃了这宗生意。因为他看重的不是一笔买卖,而是公司的品牌。盛田昭夫所坚持的品牌就是今天的“索尼”。没有人知道,如果不是盛田昭夫的坚持,索尼的命运会怎样；但有一点是可以肯定的：日本在战后崛起为一个仅次于美国的经济大国,正是依靠一批像索尼这样的跨国公司。
In 1955, a Japanese businessman named Akio Morita came to the United States to expand the market. A big American company decided to order him 100,000 compact radios, provided that it had to replace the trademark of the American company. The order of 100,000 units is a great temptation for a start-up businessman. However, Morita Akio insisted on using his own trademark and eventually gave up the business. Because he value is not a sale, but the company’s brand. Akio Morita adhere to the brand is today’s “Sony.” No one knows, if not the insistence of Morita, Sony’s fate will be what; but one thing is certain: Japan’s post-war rise as a second only to the United States economic powers, it is relying on a group of multinational like Sony the company.