索尼公司品牌管理实务(英文版).pptx

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1、2000.11.Corporate ADOn BrandNovember 8th,2000Maki KumagaiCorporate AD,Sony Corporation2000.11.Corporate ADCorporate ADSony Brand Communication Strategy Zone Advertising Management Support 2000.11.Corporate ADThe most valuable asset to this company is not its buildings,land,or even its employee.Our m

2、ost valuable asset is the four letters“SONY”.Norio Ohga at this years Entrance Day as well as at many other occasions2000.11.Corporate ADNetwork Brands Create ValueAbove the Line and Below ItIncreases Sales and Share-Increases efficiency of communications spending-Facilitates cross-selling/up-sellin

3、g-Reduces costs of new product introductionsIncreases Margins-Establishes competitive differentiation-Sustains competitive advantage-Engenders trust-endorses the product-Leads to greater loyalty-makes an emotional connectionHigher Avg.Selling PricesReduces CostsIncreased Market Capitalize-tion=2000.

4、11.Corporate ADCorporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Category BrandTrinitron,Walkman,Vaio etc.Brands which encompass,endorse and organize multiple products/services2000.11.Corporate ADCorporate BrandSony2000.11.Corporate ADThe Criteria of a Successful Brand

5、:Unchanging Brand EssenceContinue to Create Something New2000.11.Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Business Platform“What We Do”Brand ConceptBrand Positioning“What We Say”2000.11.Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innova

6、tion.Business Platform“What We Do”Brand ConceptBrand Positioning“What We Say”2000.11.Corporate ADWe do not copy.We do things that no one else has done.Masaru Ibuka2000.11.Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innovation.Business Platform“What We Do”Digi

7、tal Dream KidsBrand ConceptBrand Positioning“What We Say”2000.11.Corporate ADChange is Sonys EssenceNobuyuki Idei2000.11.Corporate ADDigital Dream Kids1996 Digital Dream Kids are ourselvesIn this Digital Era,we are a group of people mesmerized by new digital technologies,and continues dream and rema

8、in curious just as we were when we were kids!2000.11.Corporate ADDigital Dream Kids1996 Digital Dreams Kids are our CustomersIn this Digital Era,we continue creating products that satisfy the dreams of our customers worldwide,who are captivated by the potential of digital technology.2000.11.Corporat

9、e ADBrand Vision“What We Will Be”Sony Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation.Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning“What We Say”2000.11.Corporate AD2000.11.Corporate ADBrand Philosophy Shared Among All o

10、f SonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetwork ServicesFinanceB&PBrand Brand PhilosophyPhilosophyGlobal:Enhance a Common Platform2000.11.Corporate ADBrand Vision“What We Will Be”Sony Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation.Busin

11、ess Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning“What We Say”2000.11.Corporate ADunconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolific2000.11.Corpor

12、ate ADSony 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.Innovations that are easy to love,and effortless to use.Things that are not essential,bu

13、t hard to live without.We are not here to be logical.Or predictable.Were 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 exce

14、ed expectations.We help dreamers dream.Sony Brand ConceptSony Brand Concept2000.11.Corporate AD2000.11.Corporate AD2000.11.Corporate ADBrand Concept Video(min.)2000.11.Corporate ADBrand Strategy NetworkingEuropeEuropeUSAUSAJapanJapanGulfGulfAsiaAsiaLatinLatinGlobalGlobal2000.11.Corporate ADThree Lay

15、ers of BrandingEstablishing Value Added MarketingClarifying Brand Personality and Brand PhilosophyBranding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 ShareGlobalRegional(Product Oriented Ad)Branding Worldwide2000.11.Corporate ADProduct Category BrandTrinitron,Walkman,Vaio etc

16、.2000.11.Corporate ADCI=PI2000.11.Corporate ADSelection and Focus2000.11.Corporate ADNo.1 Brand Creation that seizes Category LeadershipConcentrate Product Value on areas that best display Sonys originality Sony Advertising Strategy2000.11.Corporate ADBrand Loyalty Created by the Power of the Leadin

17、g Brands TrinitronSony Brand PowerNew Business Creation2000.11.Corporate ADTrinitron19682000.11.Corporate ADBrand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanSony Brand PowerNew Business Creation2000.11.Corporate ADWalkman19792000.11.Corporate ADBrand Loyalty Created by the Po

18、wer of the Leading Brands TrinitronWalkmanHandycamSony Brand PowerNew Business Creation2000.11.Corporate ADHandycamPassport Size 19892000.11.Corporate ADEvolution of Product Brand,Adding New Values to CoreExample:Handycam2000.11.Corporate ADEstablishing a leading brand,and create a new business aren

19、aTrinitronWalkmanHandycamSony Brand PowerBrand Loyalty Created by the Power of the Leading Brands2000.11.Corporate ADEstablish No.1 Category,and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.TrinitronWalkmanHandycamWEGA1998VAIO1999Sony Brand Pow

20、er2000.11.Corporate ADVAIOsince 19962000.11.Corporate ADWe would like to introduce personal computers that have a Sony-like entertainment quality.Nobuyuki Idei2000.11.Corporate ADSony will provide users with new ways of designing their lifestyles through the introduction of VAIO.Our hope is to creat

21、e new market by offering such lifestyle solutions.Kunitake Ando2000.11.Corporate ADVAIOConverging AV and IT2000.11.Corporate ADThe Biggest Advantage of Having a Strong Brand is Rule Breaking2000.11.Corporate AD Valuable brand embody ideas that relate to consumer lifestyles or experiences2000.11.Corp

22、orate ADA successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating,shaping and sharing experience.And such relationship results in a strong“brand loyalty”within the peoples mind.2000.11.Corporate ADTVCF from the world:Globally sh

23、ared strategy and local initiative in execution2000.11.Corporate ADMD WalkmanU.S.A.EuropeNew Zealand2000.11.Corporate ADFD Trinitron,WegaThailandBrazil2000.11.Corporate ADAibo2000.11.Corporate ADWe create expectations.Responding to expectations is too late.Sony is a company that no one can predict.N

24、obuyuki Idei2000.11.Corporate ADW.Network Walkman2000.11.Corporate ADCorporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Category BrandTrinitron,Walkman,Vaio etc.Brands which encompass,endorse and organize multiple products/services2000.11.Corporate ADThe Criteria of a S

25、uccessful Brand:Unchanging Brand EssenceContinue to Create Something New2000.11.Corporate ADWhat is Sony to the Worlds Customers?Mariah CareyCeline DionStuart LittleWalkmanDVDMemory StickPlayStationMiniDiscWEGAVAIOClie2000.11.Corporate ADConnect Sony Products with Brand Personality PlatformMariah Ca

26、reyCeline DionWalkmanDVDMemory StickPlayStationMiniDiscWEGAVAIOClieStuart Little2000.11.Corporate ADBrand Platform Centripetal CorporationDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamers