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1、,On Brand,November 8th, 2000 Maki Kumagai Corporate AD, Sony Corporation,Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support,The most valuable asset to this company is not its buildings, land, or even its employee. Our most valuable asset is the four letters “SONY”. No
2、rio Ohga at this years Entrance Day as well as at many other occasions,Network Brands Create Value Above the Line and Below It,Increases Sales and Share,-Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions,Increases Margin
3、s,-Establishes competitive differentiation -Sustains competitive advantage -Engenders trust - endorses the product -Leads to greater loyalty - makes an emotional connection,Higher Avg. Selling Prices,Reduces Costs,Increased Market Capitalize-tion,=,=,Corporate Brand Sony Primary brand which drives a
4、 complete brand portfolio. Product Category Brand Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize multiple products/services,Corporate Brand Sony,The Criteria of a Successful Brand: Unchanging Brand Essence Continue to Create Something New,Brand Vision “What We Will Be”,Br
5、and Essence “The Core”,Business Platform “What We Do”,Brand Concept,Brand Positioning “What We Say”,Brand Vision “What We Will Be”,Brand Essence “The Core” Dream is a mother of innovation.,Business Platform “What We Do”,Brand Concept,Brand Positioning “What We Say”,We do not copy. We do things that
6、no one else has done. Masaru Ibuka,Brand Vision “What We Will Be”,Brand Essence “The Core” Dream is a mother of innovation.,Business Platform “What We Do” Digital Dream Kids,Brand Concept,Brand Positioning “What We Say”,Change is Sonys Essence Nobuyuki Idei,Digital Dream Kids 1996 Digital Dream Kids
7、 are ourselves In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!,Digital Dream Kids 1996 ,Digital Dreams Kids are our Customers In this Digital Era, we continue creating products that satisf
8、y the dreams of our customers worldwide, who are captivated by the potential of digital technology.,Brand Vision “What We Will Be” Sony Dream World, Platform of Personal Enjoyment,Brand Essence “The Core” Dream is a mother of innovation.,Business Platform “What We Do” Digital Dream Kids,Brand Concep
9、t,Brand Positioning “What We Say”,Brand Philosophy Shared Among All of Sony,IT(Electronics),AV(Electronics),Pictures,Music,Games,Network Services,Finance,B&P,Brand Philosophy,Global : Enhance a Common Platform,Brand Vision “What We Will Be” Sony Dream World, Platform of Personal Enjoyment,Brand Esse
10、nce “The Core” Dream is a mother of innovation.,Business Platform “What We Do” Digital Dream Kids,Brand Concept,Brand Positioning “What We Say”,unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained a
11、udacious non-conformist unorthodox prolific,Sony is a company devoted to the celebration of life. We create things for every kind of imagination. Products that stimulate the senses and refresh the spirit. Ideas that always surprise, and never disappoint. Innovations that are easy to love, and effort
12、less to use. Things that are not essential, but hard to live without. We are not here to be logical. Or predictable. Were here to pursue infinite possibilities. We allow the brightest minds to interact freely, so the unexpected can emerge. We invite new thinking, so even more fantastic ideas can evo
13、lve. Creativity is our essence. We take chances. We exceed expectations. We help dreamers dream.,Sony Brand Concept,Brand Concept Video ( min.),Brand Strategy Networking,Europe,USA,Japan,Gulf,Asia,Latin,Global,Three Layers of Branding Establishing Value Added Marketing,Clarifying Brand Personality a
14、nd Brand Philosophy,Branding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 Share,Branding Worldwide,Product Category Brand Trinitron, Walkman, Vaio etc.,CI = PI,Selection and Focus,No.1 Brand Creation that seizes Category Leadership Concentrate Product Value on areas that best d
15、isplay Sonys originality,Sony Advertising Strategy,Brand Loyalty Created by the Power of the Leading Brands,Trinitron,Sony Brand Power,New Business Creation,Trinitron 1968,Brand Loyalty Created by the Power of the Leading Brands,Trinitron,Walkman,Sony Brand Power,New Business Creation,Walkman 1979,B
16、rand Loyalty Created by the Power of the Leading Brands,Trinitron,Walkman,Handycam,Sony Brand Power,New Business Creation,Handycam Passport Size 1989,Evolution of Product Brand, Adding New Values to Core Example: Handycam,Establishing a leading brand, and create a new business arena,Trinitron,Walkman,Handycam,Sony Brand Power,Brand Loyalty Created by the Power of the Leading Brands,
