sony品牌管理(ppt56页)(英文).pptx
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索尼公司品牌管理实务英文版
• -Establishes competitive differentiation
• -Sustains competitive advantage
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
Sony Dream World, Platform of Personal
Enjoyment
Brand Positioning “What We Say”
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Philosophy Shared Among All of Sony
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
2000.11.２ Corporate AD
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Concept Video (２ min.)
2000.11.２ Corporate AD
Brand Strategy Networking
Asia
Europe
2000.11.２ Corporate AD
索尼品牌营销方案分析(英文版)(ppt 53页)
Business Platform
Brand Essence
“What We Do”源自“The Core”Dream is
a mother of innovation.
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
2000.11.２ Corporate AD
Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize
multiple products/services
2000.11.２ Corporate AD
Corporate Brand ……Sony
2000.11.２ Corporate AD
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!
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
sony品牌管理(1)
2000.11.２ Corporate AD
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Concept Video (２ min.)
2000.11.２ Corporate AD
Brand Strategy Networking
Asia
Europe
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence源自“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 Capitalize-
tion
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
sony品牌管理英文
• -Sustains competБайду номын сангаасtive advantage
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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!
Sales and =
Share
Increased Market Capitalize-
tion
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
Brand Concept
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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!
Sales and =
Share
Increased Market Capitalize-
tion
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
Brand Concept
sony品牌管理(英文PPT56)
Enjoyment
Brand Positioning “What We Say”
2000.11.２ Corporate AD
unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conformist unorthodox prolific
2000.11.２ Corporate AD
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!
B&P AV(Electronics)
Finance
Games
Brand Philosophy
IT(Electronics)
Pictures
Music
Network Services
Global : Enhance a Common Platform
2000.11.２ Corporate AD
Brand Concept
We do not copy. We do things that no one else has done.
Brand Positioning “What We Say”
2000.11.２ Corporate AD
unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conformist unorthodox prolific
2000.11.２ Corporate AD
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!
B&P AV(Electronics)
Finance
Games
Brand Philosophy
IT(Electronics)
Pictures
Music
Network Services
Global : Enhance a Common Platform
2000.11.２ Corporate AD
Brand Concept
We do not copy. We do things that no one else has done.
sony的品牌.ppt
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
Innovations that are easy to love, and effortless to use. Things that are not essential, but hard to live without. We are not here to be logical. Or predictable. We’re 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 evolve. Creativity is our essence. We take chances. We exceed expectations.
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
பைடு நூலகம்
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
Network Brands Create Value Above the Line and Below It
• -Establishes competitive differentiation
Innovations that are easy to love, and effortless to use. Things that are not essential, but hard to live without. We are not here to be logical. Or predictable. We’re 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 evolve. Creativity is our essence. We take chances. We exceed expectations.
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
பைடு நூலகம்
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
索尼品牌策略ppt
• -Sustains competitive advantage
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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”
Sony Dream World, Platform of Personal
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Brand Concept
Business Platform
Brand Essence
“What We Do”
“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.
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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”
Sony Dream World, Platform of Personal
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Brand Concept
Business Platform
Brand Essence
“What We Do”
“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.
索尼公司品牌管理实务英文版)
On Brand
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
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
Brand Essence
“What We Do”
Digital Dream Kids
“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!
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
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
Brand Essence
“What We Do”
Digital Dream Kids
“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!
索尼的品牌管理概述(英文版)(ppt 56页)
We invite new thinking, so even more fantastic ideas can evolve.
Creativity is our essence. We take chances. We exceed expectations.
We help dreamers dream.
2000.11.２ Corporate AD
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!
We do not copy. We do things that no one else has done.
Masaru Ibuka
2000.11.２ Corporate AD
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize
multiple products/services
2000.11.２ Corporate AD
Corporate Brand ……Sony
《索尼品牌策略》课件
市场策略调整
根据市场变化和消费者需 求，索尼灵活调整市场策 略，不断优化产品线和服 务，以保持市场竞争力。
索尼品牌的传播策略
广告宣传
口碑营销
索尼运用多元化的广告宣传手段，包 括电视、网络、户外广告等，提高品 牌知名度和美誉度。
鼓励消费者分享使用索尼产品的体验 ，借助口碑传播扩大品牌影响力。
公关活动
索尼品牌成功案例三
案例名称：Cyber-shot
Cyber-shot是索尼旗下的数码相机品牌，以其出色的性能、创新的功能和时尚的设计，在数码相机市 场占据了一席之地，赢得了消费者的广泛认可。
04 索尼品牌面临的挑战与机遇
索尼品牌面临的挑战
市场竞争激烈
技术更新迅速
随着科技行业的迅速发展，许多新兴品牌 在产品创新、价格和市场占有率方面对索 尼构成巨大压力。
《索尼品牌策略》ppt课件
• 索尼品牌概述 • 索尼品牌策略分析 • 索尼品牌案例研究 • 索尼品牌面临的挑战与机遇 • 索尼品牌的未来展望
01 索尼品牌概述
索尼品牌的发展历程
1945年
索尼创始人盛田昭夫和井深大 在东京银座的一个小办公室里 成立了索尼的前身——东京通
信研究所。
1950年
索尼推出了日本第一台晶体管 收音机，标志着索尼正式进入 消费电子产品市场。
电子产品迭代速度快，索尼需要不断投入 研发以跟上市场步伐，这对其研发能力和 资金储备提出了挑战。
品牌形象老化
全球化与本土化平衡
在许多消费者心中，索尼品牌形象趋于传 统和保守，难以吸引年轻消费群体的关注 。
如何在保持全球品牌统一形象的同时适应 不同地区的市场需求和文化差异，是索尼 面临的一大挑战。
索尼品牌面临的机遇
试谈索尼的品牌管理英文版
Sony Dream World, Platform of Personal
Enjoyment
Brand Positioning “What We Say”
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Philosophy Shared Among All of Sony
2000.11.２ Corporate AD
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!
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
Ideas that always surprise, and never disappoint.
Innovations that are easy to love, and effortless to use.
Things that are not essential, but hard to live without.
Business Platform “What We Do”
Enjoyment
Brand Positioning “What We Say”
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Philosophy Shared Among All of Sony
2000.11.２ Corporate AD
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!
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
Ideas that always surprise, and never disappoint.
Innovations that are easy to love, and effortless to use.
Things that are not essential, but hard to live without.
Business Platform “What We Do”
sony品牌管理(ppt 56页)(英文)
Establishing Value Added Marketing
Global
Clarifying Brand Personality and Brand Philosophy
Regional
(Product Oriented Ad)
Branding Marketing
Enhancing Brand Value
Masaru Ibuka
Brand Conceprand Essence
“What We Do”
Digital Dream Kids
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Will Be”
●Concentrate Product Value on areas that best display Sony’s originality
Brand Loyalty Created by the Power of the Leading Brands
New Business Creation
We help dreamers dream.
Brand Concept Video (２ min.)
Brand Strategy Networking
Asia
Europe
Japan
Global
USA
Gulf
Latin
Branding Worldwide Three Layers of Branding
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
Global
Clarifying Brand Personality and Brand Philosophy
Regional
(Product Oriented Ad)
Branding Marketing
Enhancing Brand Value
Masaru Ibuka
Brand Conceprand Essence
“What We Do”
Digital Dream Kids
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Will Be”
●Concentrate Product Value on areas that best display Sony’s originality
Brand Loyalty Created by the Power of the Leading Brands
New Business Creation
We help dreamers dream.
Brand Concept Video (２ min.)
Brand Strategy Networking
Asia
Europe
Japan
Global
USA
Gulf
Latin
Branding Worldwide Three Layers of Branding
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
sony品牌管理(1)
2000.11.２ Corporate AD
2000.11.２ Corporate AD
2000.11.２ Corporate AD
Brand Concept Video (２ min.)
2000.11.２ Corporate AD
Brand Strategy Networking
Asia
Europe
Ideas that always surprise, and never disappoint.
Innovations that are easy to love, and effortless to use.
Things that are not essential, but hard to live without.
2000.11.２ Corporate AD
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!
Enjoyment
Brand Positioning “What We Say”
2000.11.２ Corporate AD
unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conformist unorthodox prolific
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Masaru Ibuka
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”
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling • -Reduces costs of new product
introductions
Reduces Costs
Increases
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!
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Brand Concept
Business Platform
Brand Essence
“What We Do”
“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.
multiple products/services
Corporate Brand ……Sony
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
Brand Concept
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”
Sony Dream World, Platform of Personal
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”.
Norio Ohga
On Brand
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
• -Sustains competitive advantagegenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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.
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
Sales and =
Share
Increased Market Capitalize-
tion
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
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
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”
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling • -Reduces costs of new product
introductions
Reduces Costs
Increases
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!
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Brand Concept
Business Platform
Brand Essence
“What We Do”
“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.
multiple products/services
Corporate Brand ……Sony
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
Brand Concept
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”
Sony Dream World, Platform of Personal
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”.
Norio Ohga
On Brand
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
• -Sustains competitive advantagegenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
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.
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
Sales and =
Share
Increased Market Capitalize-
tion
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
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