sony品牌管理(英文PPT56).pptx 57页

OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation CorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupport Themostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasions NetworkBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion== CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services CorporateBrand……Sony TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew BrandVision“WhatWeWillBe”BrandEssence“TheCore”BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay” BrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay” Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbuka BrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay” ChangeisSony’sEssenceNobuyukiIdei DigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids! DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology. BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay” BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatform BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay” unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolific Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConcept BrandConceptVideo(２min.) BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobal ThreeLayersofBrandingEstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwide ProductCategoryBrand……Trinitron,Walkman,Vaioetc. CI=PI SelectionandFocus ●No.1BrandCreationthatseizesCategoryLeadership●ConcentrateProductValueonareasthatbestdisplaySony’soriginalitySonyAdvertisingStrategy BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreation Trinitron1968 BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreation Walkman1979 BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreation HandycamPassportSize1989 EvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam Establishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrands EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPower VAIOsince1996 WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdei SonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndo VAIOConvergingAVandIT TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences Asuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind. TVCFfromtheworld:Globallysharedstrategyandlocalinitiativeinexecution MDWalkmanU.S.A.EuropeNewZealand FDTrinitron,WegaThailandBrazil Aibo Wecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdei W.NetworkWalkman CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew WhatisSonytotheWorld’sCustomers?★MariahCarey★CelineDion★StuartLittle★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie ConnectSonyProductswithBrandPersonalityPlatform★MariahCarey★CelineDion★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie★StuartLittle BrandPlatformCentripetalCorporationDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamers 演讲完毕，谢谢观看！