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)
Pictures
On Brand
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
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
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
Sony Brand Concept
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.
Establishing Value Added Marketing
Global
Clarifying Brand Personality and Brand Philosophy
Regional
(Product Oriented Ad)
Branding Marketing
Enhancing Brand Value
1998 WEGA
1999 VAIO
Handycam
Walkman
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”
multiple products/services
Corporate Brand ……Sony
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
Brand Concept
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
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.
Share Marketing
Earn Category No.1 Share
Product Category Brand ……Trinitron, Walkman, Vaio etc.
CI = PI
Selection and Focus
Sony Advertising Strategy
●No.1 Brand Creation that seizes Category Leadership
“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.
Trinitron
Sony Brand Power
Trinitron 1968
Brand Loyalty Created by the Power of the Leading Brands
New Business Creation
Walkman Trinitron
Sony Brand Power
Brand Vision
“What We Will Be”
Sony Dream World, Platform of Personal
Enjoyment
Brand Positioning “What We Say”
unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conformist unorthodox prolific
• -Sustains competitive advantage
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling • -Reduces costs of new product
introductions
Reduces Costs
Increases
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
●Concentrate Product Value on areas that best display Sony’s originality
Brand Loyalty Created by the Power of the Leading Brands
New Business Creation