sony品牌管理(ppt 56页)(英文).pptx

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1、On BrandNovember 8th,2000Maki KumagaiCorporate AD,Sony CorporationCorporate ADSony 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”.Norio Ohga at t

2、his years Entrance Day as well as at many other occasionsNetwork Brands Create ValueAbove the Line and Below ItIncreases Sales and Share-Increases efficiency of communications spending-Facilitates cross-selling/up-selling-Reduces costs of new product introductionsIncreases Margins-Establishes compet

3、itive differentiation-Sustains competitive advantage-Engenders trust-endorses the product-Leads to greater loyalty-makes an emotional connectionHigher Avg.Selling PricesReduces CostsIncreased Market Capitalize-tion=Corporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Cate

4、gory BrandTrinitron,Walkman,Vaio etc.Brands which encompass,endorse and organize multiple products/servicesCorporate BrandSonyThe Criteria of a Successful Brand:Unchanging Brand EssenceContinue to Create Something NewBrand Vision“What We Will Be”Brand Essence“The Core”Business Platform“What We Do”Br

5、and ConceptBrand Positioning“What We Say”Brand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innovation.Business Platform“What We Do”Brand ConceptBrand Positioning“What We Say”We do not copy.We do things that no one else has done.Masaru IbukaBrand Vision“What We Will Be”Brand Es

6、sence“The Core”Dream is a mother of innovation.Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning“What We Say”Change is Sonys EssenceNobuyuki IdeiDigital Dream Kids1996 Digital Dream Kids are ourselvesIn this Digital Era,we are a group of people mesmerized by new digital t

7、echnologies,and continues dream and remain curious just as we were when we were kids!Digital 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 technol

8、ogy.Brand 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”Brand Philosophy Shared Among All of SonyIT(Electronics)AV(Electronics)Pict

9、uresMusicGamesNetwork ServicesFinanceB&PBrand Brand PhilosophyPhilosophyGlobal:Enhance a Common PlatformBrand 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

10、 Positioning“What We Say”unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolificSony is a company devoted to the celebration of life.We create things for every kind of imagin

11、ation.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,but hard to live without.We are not here to be logical.Or predictable.Were here to pursue infinite pos

12、sibilities.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.We help dreamers dream.Sony Brand ConceptSony Brand ConceptBrand Concept Video(min.)

13、Brand Strategy NetworkingEuropeEuropeUSAUSAJapanJapanGulfGulfAsiaAsiaLatinLatinGlobalGlobalThree Layers of BrandingEstablishing Value Added MarketingClarifying Brand Personality and Brand PhilosophyBranding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 ShareGlobalRegional(Produc

14、t Oriented Ad)Branding WorldwideProduct Category BrandTrinitron,Walkman,Vaio etc.CI=PISelection and FocusNo.1 Brand Creation that seizes Category LeadershipConcentrate Product Value on areas that best display Sonys originality Sony Advertising StrategyBrand Loyalty Created by the Power of the Leadin

15、g Brands TrinitronSony Brand PowerNew Business CreationTrinitron1968Brand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanSony Brand PowerNew Business CreationWalkman1979Brand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanHandycamSony Brand PowerNew Business C

16、reationHandycamPassport Size 1989Evolution of Product Brand,Adding New Values to CoreExample:HandycamEstablishing a leading brand,and create a new business arenaTrinitronWalkmanHandycamSony Brand PowerBrand Loyalty Created by the Power of the Leading BrandsEstablish No.1 Category,and enhance brands

17、of computers and TVs that will become the center of Home Network and Personal Network.TrinitronWalkmanHandycamWEGA1998VAIO1999Sony Brand PowerVAIOsince 1996We would like to introduce personal computers that have a Sony-like entertainment quality.Nobuyuki IdeiSony will provide users with new ways of

18、designing their lifestyles through the introduction of VAIO.Our hope is to create new market by offering such lifestyle solutions.Kunitake AndoVAIOConverging AV and ITThe Biggest Advantage of Having a Strong Brand is Rule Breaking Valuable brand embody ideas that relate to consumer lifestyles or exp

19、eriencesA 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.TVCF from the world:Globally shared strategy and lo

20、cal initiative in executionMD WalkmanU.S.A.EuropeNew ZealandFD Trinitron,WegaThailandBrazilAiboWe create expectations.Responding to expectations is too late.Sony is a company that no one can predict.Nobuyuki IdeiW.Network WalkmanCorporate BrandSonyPrimary brand which drives a complete brand portfoli

21、o.Product Category BrandTrinitron,Walkman,Vaio etc.Brands which encompass,endorse and organize multiple products/servicesThe Criteria of a Successful Brand:Unchanging Brand EssenceContinue to Create Something NewWhat is Sony to the Worlds Customers?Mariah CareyCeline DionStuart LittleWalkmanDVDMemor

22、y StickPlayStationMiniDiscWEGAVAIOClieConnect Sony Products with Brand Personality PlatformMariah CareyCeline DionWalkmanDVDMemory StickPlayStationMiniDiscWEGAVAIOClieStuart LittleBrand Platform Centripetal CorporationDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamers