索尼的品牌管理

•Digital Dream Kids •1996 ～ •Digital Dreams Kids are our Customers
•In this Digital Era, we continue creating products that satisfy the dreams of our customers worldwide, who are captivated by the potential of digital technology.
•Norio Ohga
•at this year’s Entrance Day as well as at many other occasions
Network Brands Create Value Above the Line and Below It
• -Establishes competitive differentiation
索尼的品牌管理
2020年7月12日星期日
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”.
• “What We Do”
•Brand Essence
• “The Core”
Dream is a mother of innovation.
•Brand Vision
• “What We Will Be”
•Brand Positioning
• “What We Say”
•We do not copy. We do things that no one else has done.
•Sony Dream World, Platform of Personal
Enjoyment
•Brand Positioning
• “What We Say”
•Brand Philosophy Shared Among All of Sony
•B& P
•AV(Electronics)
•Finance
•Brand Concept
•Business Platform
• “What We Do”
Digital Dream Kids
•Brand Essence
• “The Core”
Dream is a mother of innovation.
•Brand Vision
• “What We Will Be”
•Brand Positioning
• “What We Say”
•Change is Sony’s Essence •Nobuyuki Idei
•Digital Dream Kids •1996 ～ •Digital Dream Kids 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!
•Games
•Brand Philosophy
• -Increases efficiency of communications spending
•Reduces Costs
• -Facilitates cross-selling/up-selliproduct introductions
•Increases
• -Sustains competitive advantage
•Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
multiple products/services
•Corporate Brand ……Sony
•The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
•Brand Concept
•Masaru Ibuka
•Brand Concept
•Business Platform
• “What We Do”
Digital Dream Kids
•Brand Essence
• “The Core”
Dream is a mother of innovation.
•Brand Vision
• “What We Will Be”
Sales and •=
Share
•Increased Market
Capitalizetion
•Increases •=
Margins
Corporate Brand ……Sony
Primary brand which drives a complete brand portfolio.
Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize
•Business Platform
• “What We Do”
•Brand Essence
• “The Core”
•Brand Vision
• “What We Will Be”
•Brand Positioning
• “What We Say”
•Brand Concept
•Business Platform