LMAO at those saying hype. Hype doesn't last for almost a year (though I know you'll still be using the hype excuse for a year+.) If it was truly just hype, people would be disappointed within a couple of months, then switch to another console, the one you THINK is better. No, the reason the PS4 is selling so well is because of the PS brand and how it delivers each gen. It also helps that the PS4 is the most powerful console this gen and launched at a good price.
So you say the PS brand helps sell the console...
That's essentially hype.
Just look at the iPhone. Going strong with 9 iterations, and each one is sold almost completely on hype.
There's absolutely nothing wrong with that, it shows that the brand has earned the trust of the consumers. But it's still hype.
No, that would be "branding".
THIS would be "hyping":
1 Extravagant or intensive publicity or promotion:
"his first album hit the stores amid a storm of hype"
1.1 A deception carried out for the sake of publicity:
"is his comeback a hype?"
Promote or publicize (a product or idea) intensively, often exaggerating its benefits:
"an industry quick to hype its products"
"they were hyping up a new anti-poverty idea"
1920s (originally US in the sense 'short-change, cheat', or 'person who cheats etc.'): of unknown origin.