索尼的品牌管理

Reduces Costs
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 multiple
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!
Music
Network Services
Global : Enhance a Common Platform
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
“The Core”
Dream is
a mother of innovation.
• -Sustains competitive advantage
• -Engenders trust -- endorses the product
Higher Avg. Selling Prices
• -Leads to greater loyalty -- makes an emotional connection
Increases Sales and Share
=
Increased Market Capitaliza-
tion
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling
• -Reduces costs of new product introductions
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.
Brand Essence
“What We Do”
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Biblioteka Baidu
We do not copy. We do things that no one else has done.
products/services
Corporate Brand ……Sony
The Criteria of a Successful Brand: •Unchanging Brand Essence
•Continue to Create Something New
Brand Concept
Business Platform
Kunitake Ando
VAIO Converging AV and IT
The Biggest Advantage of Having a Strong Brand is
Rule Breaking
Valuable brand embody ideas that relate to consumer lifestyles or experiences
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
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.
We help dreamers dream.
Brand Concept Video
Brand Strategy Networking
Asia
Europe
Japan
Global
USA
Gulf
Latin
Branding Worldwide Three Layers of Branding
Establishing Value Added Marketing
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”.
A successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating, shaping and
sharing experience.
1998 WEGA
1999 VAIO
Handycam
Walkman
Trinitron
Sony Brand Power
VAIO since 1996
We would like to introduce personal computers that have a Sony-like entertainment quality.
Trinitron 1968
Walkman 1979
Handycam Passport Size 1989
Evolution of Product Brand, Adding New Values to Core
Example: Handycam
Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.
And such relationship results in a strong “brand loyalty” within the
people’s mind.
MD Walkman U.S.A. Europe
Product Category Brand ……Trinitron, Walkman, Vaio etc.
Sony Advertising Strategy
●No.1 Brand Creation that seizes Category Leadership
●Concentrate Product Value on areas that best display Sony’s originality
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
Nobuyuki Idei
Sony will provide users with new ways of designing their lifestyles through the introduction of VAIO. Our hope is to create new market by offering such lifestyle solutions.
Global
Clarifying Brand Personality and Brand Philosophy
Regional
(Product Oriented Ad)
Branding Marketing
Enhancing Brand Value
Share Marketing
Earn Category No.1 Share
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
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
Pictures
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.
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”