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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
2000.11.２ Corporate AD
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
2000.11.２ Corporate AD
Network Brands Create Value Above the Line and Below It
• Increases efficiency of communications spending
• Facilitates crossselling/upselling • Reduces costs of new product
introductions
Reduces Costs
Increases
• Establishes competitive differentiation
• Sustains competitive advantage
Higher Avg Selling Prices
• Engenders trust endorses the product
• Leads to greater loyalty makes an emotional connection
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
What We Do
Digital Dream Kids
Brand Positioning What We Say
2000.11.２ Corporate AD
Change is Sony’s Essence Nobuyuki Idei
2000.1Kids 1996 ～ Digital Dream Kids are ourselves
Brand Essence
What We Do
The Core
Dream is
a mother of innovation
Brand Vision What We Will Be
Brand Positioning What We Say
2000.11.２ Corporate AD
We do not copy We do things that no one else has done
On Brand
November 8th; 2000 Maki Kumagai
Corporate AD; Sony Corporation
2000.11.２ Corporate AD
Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support
Masaru Ibuka
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
What We Do
Digital Dream Kids
The Core
Dream is
a mother of innovation
Brand Vision What We Will Be
2000.11.２ Corporate AD
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
Sales and =
Share
Increased Market Capitalizeti
on
Increases =
Margins
2000.11.２ Corporate AD
Corporate Brand ……Sony
Primary brand which drives a complete brand portfolio
Product Category Brand ……Trinitron; Walkman; Vaio etc Brands which encompass; endorse and organize
multiple products/services
2000.11.２ Corporate AD
Corporate Brand ……Sony
Business Platform What We Do
Brand Essence The Core
Brand Vision What We Will Be
Brand Positioning What We Say
2000.11.２ Corporate AD
Brand Concept
Business Platform
2000.11.２ Corporate AD
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
2000.11.２ Corporate AD
Brand Concept
2000.11.２ Corporate AD
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
2000.11.２ Corporate AD
Network Brands Create Value Above the Line and Below It
• Increases efficiency of communications spending
• Facilitates crossselling/upselling • Reduces costs of new product
introductions
Reduces Costs
Increases
• Establishes competitive differentiation
• Sustains competitive advantage
Higher Avg Selling Prices
• Engenders trust endorses the product
• Leads to greater loyalty makes an emotional connection
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
What We Do
Digital Dream Kids
Brand Positioning What We Say
2000.11.２ Corporate AD
Change is Sony’s Essence Nobuyuki Idei
2000.1Kids 1996 ～ Digital Dream Kids are ourselves
Brand Essence
What We Do
The Core
Dream is
a mother of innovation
Brand Vision What We Will Be
Brand Positioning What We Say
2000.11.２ Corporate AD
We do not copy We do things that no one else has done
On Brand
November 8th; 2000 Maki Kumagai
Corporate AD; Sony Corporation
2000.11.２ Corporate AD
Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support
Masaru Ibuka
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
What We Do
Digital Dream Kids
The Core
Dream is
a mother of innovation
Brand Vision What We Will Be
2000.11.２ Corporate AD
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
Sales and =
Share
Increased Market Capitalizeti
on
Increases =
Margins
2000.11.２ Corporate AD
Corporate Brand ……Sony
Primary brand which drives a complete brand portfolio
Product Category Brand ……Trinitron; Walkman; Vaio etc Brands which encompass; endorse and organize
multiple products/services
2000.11.２ Corporate AD
Corporate Brand ……Sony
Business Platform What We Do
Brand Essence The Core
Brand Vision What We Will Be
Brand Positioning What We Say
2000.11.２ Corporate AD
Brand Concept
Business Platform
2000.11.２ Corporate AD
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
2000.11.２ Corporate AD
Brand Concept