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14、eatedbythePoweroftheLeadingBrands Trinitron Walkman Handycam SonyBrandPower NewBusinessCreation HandycamPassportSize1989 EvolutionofProductBrand AddingNewValuestoCoreExample Handycam Establishingaleadingbrand andcreateanewbusinessarena Trinitron Walkman Handycam SonyBrandPower BrandLoyaltyCreatedbyt
15、hePoweroftheLeadingBrands EstablishNo 1Category andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork Trinitron Walkman Handycam SonyBrandPower VAIOsince1996 WewouldliketointroducepersonalcomputersthathaveaSony likeentertainmentquality NobuyukiIdei Sonywillprovideus
16、erswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions KunitakeAndo VAIOConvergingAVandIT TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences Asuccessfulproductformsanemotionalrelationshipwithacertainsegment generationofpeoplethroughcollaborativelycreating shapingandsharingexperience Andsuchrelationshipresultsinastrong brandloyalty withinthepeople smind T
