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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!