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3、t endorsestheproduct Leadstogreaterloyalty makesanemotionalconnection HigherAvg SellingPrices ReducesCosts IncreasedMarketCapitalize tion CorporateBrand SonyPrimarybrandwhichdrivesacompletebrandportfolio ProductCategoryBrand Trinitron Walkman Vaioetc Brandswhichencompass endorseandorganizemultiplepr
4、oducts services CorporateBrand Sony TheCriteriaofaSuccessfulBrand UnchangingBrandEssenceContinuetoCreateSomethingNew BrandVision WhatWeWillBe BrandEssence TheCore BusinessPlatform WhatWeDo BrandConcept BrandPositioning WhatWeSay BrandVision WhatWeWillBe BrandEssence TheCore Dreamisamotherofinnovatio
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6、NobuyukiIdei DigitalDreamKids1996 DigitalDreamKidsareourselvesInthisDigitalEra weareagroupofpeoplemesmerizedbynewdigitaltechnologies andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids DigitalDreamKids1996 DigitalDreamsKidsareourCustomersInthisDigitalEra wecontinuecreatingproductsthatsatisfy
7、thedreamsofourcustomersworldwide whoarecaptivatedbythepotentialofdigitaltechnology BrandVision WhatWeWillBe SonyDreamWorld PlatformofPersonalEnjoyment BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo DigitalDreamKids BrandConcept BrandPositioning WhatWeSay BrandPhilosophySha
8、redAmongAllofSony IT Electronics AV Electronics Pictures Music Games NetworkServices Finance B P BrandPhilosophy Global EnhanceaCommonPlatform BrandVision WhatWeWillBe SonyDreamWorld PlatformofPersonalEnjoyment BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo DigitalDreamKid
9、s BrandConcept BrandPositioning WhatWeSay unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon conformistunorthodoxprolific Sonyisacompanydevotedtothecelebrationoflife Wecreatethingsforeverykindofimag
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11、nteractfreely sotheunexpectedcanemerge Weinvitenewthinking soevenmorefantasticideascanevolve Creativityisouressence Wetakechances Weexceedexpectations Wehelpdreamersdream SonyBrandConcept BrandConceptVideo min BrandStrategyNetworking Europe USA Japan Gulf Asia Latin Global ThreeLayersofBrandingEstab
12、lishingValueAddedMarketing ClarifyingBrandPersonalityandBrandPhilosophy BrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo 1Share BrandingWorldwide ProductCategoryBrand Trinitron Walkman Vaioetc CI PI SelectionandFocus No 1BrandCreationthatseizesCategoryLeadership ConcentrateProductVal
13、ueonareasthatbestdisplaySony soriginality SonyAdvertisingStrategy BrandLoyaltyCreatedbythePoweroftheLeadingBrands Trinitron SonyBrandPower NewBusinessCreation Trinitron1968 BrandLoyaltyCreatedbythePoweroftheLeadingBrands Trinitron Walkman SonyBrandPower NewBusinessCreation Walkman1979 BrandLoyaltyCr
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
