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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
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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
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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
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16、erswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions KunitakeAndo VAIOConvergingAVandIT TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences Asuccessfulproductformsanemotionalrelationshipwithacertainsegment generationofpeoplethroughcollaborativelycreating shapingandsharingexperience Andsuchrelationshipresultsinastrong brandloyalty withinthepeople smind T