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OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporationOnBrandNovember8th,2000
CorporateAD
SonyBrandCommunicationStrategy
ZoneAdvertisingManagementSupport
CorporateAD
SonyBrandCommThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsThemostvaluableassettothiNetworkBrandsCreateValue
AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==NetworkBrandsCreateValue
AbCorporateBrand
……Sony
Primarybrandwhichdrives
acompletebrandportfolio.
ProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
Brandswhichencompass,endorseandorganizemultipleproducts/services
CorporateBrand
……Sony
PrimaryCorporateBrand
……Sony
CorporateBrand
……Sony
TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewTheCriteriaofaSuccessfulBBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
BusinessPlatform
“WhatWeDo”
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinWedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaWedonotcopy.WedothingstBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinChangeisSony’sEssenceNobuyukiIdeiChangeisSony’sEssenceDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKidsDigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.DigitalDreamKidsDigitalDreaBrandVision
“WhatWeWillBe”SonyDreamWorld,
PlatformofPersonalEnjoyment
BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinSony品牌管理方案(英文版)課件BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandPhilosophySharedAmongBrandVision
“WhatWeWillBe”SonyDreamWorld,
PlatformofPersonalEnjoyment
BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinunconventional
inspired
confident
fresh
fantastic
unexpected
ingenious
original
expressive
fertile
divergent
unusual
iconoclastic
prodigious
unconstrained
audacious
non-conformist
unorthodox
prolific
Sony品牌管理方案(英文版)課件Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptSonyisacompanydevotedtotSony品牌管理方案(英文版)課件Sony品牌管理方案(英文版)課件BrandConceptVideo(２min.)BrandConceptVideoBrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalBrandStrategyNetworkingEuropThreeLayersofBranding
EstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValue
ShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideThreeLayersofBranding
EstabProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
ProductCategoryBrand
……TriniCI=PICI=PISelectionandFocusSelectionandFocus
●No.1BrandCreationthatseizesCategory Leadership
●ConcentrateProductValueonareasthatbestdisplaySony’soriginality
SonyAdvertisingStrategySonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePTrinitron1968
TrinitronBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePWalkman1979
WalkmanBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePHandycamPassportSize1989HandycamEvolutionofProductBrand,AddingNewValuestoCoreExample:HandycamEvolutionofProductBrand,Establishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishingaleadingbrand,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.
TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerEstablishNo.1Category,andeVAIO
since1996VAIO
since1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiWewouldliketointroduceperSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoSonywillprovideuserswithnVAIO
ConvergingAVandITVAIO
ConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingTheBiggestAdvantageofHavinValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesValuablebrandembodyideastAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind.AsuccessfulproductformsanTVCFfromtheworld:
Globallysharedstrategy
andlocalinitiativeinexecutionTVCFfromtheworld:
GloballyMDWalkmanU.S.A.EuropeNewZealandMDWalkmanFDTrinitron,WegaThailandBrazilFDTrinitron,WegaAiboAiboWecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdeiSony品牌管理方案(英文版)課件W.NetworkWalkmanW.CorporateBrand
……Sony
Primarybrandwhichdrives
acompletebrandportfolio.
ProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
Brandswhichencompass,endorseandorganizemultipleproducts/services
CorporateBrand
……Sony
PrimaryTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewTheCriteriaofaSuccessfulBWhatisSonytotheWorld’sCustomers?★MariahCarey★CelineDion★StuartLittle★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★ClieWhatisSonytotheWorld’sCuConnectSonyProductswith
BrandPersonalityPlatform★MariahCarey★CelineDion★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie★StuartLittleConnectSonyProductswith
BrBrandPlatformCentripetalCorporation
DreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersBrandPlatformCentripetalCor加強(qiáng)做責(zé)任心，責(zé)任到人，責(zé)任到位才是長久的發(fā)展。12月-2212月-22Monday,December26,2022人生得意須盡歡，莫使金樽空對月。13:38:0413:38:0413:3812/26/20221:38:04PM安全象只弓，不拉它就松，要想保安全，常把弓弦繃。12月-2213:38:0413:38Dec-2226-Dec-22重于泰山，輕于鴻毛。13:38:0413:38:0413:38Monday,December26,2022安全在于心細(xì)，事故出在麻痹。12月-2212月-2213:38:0413:38:04December26,2022加強(qiáng)自身建設(shè)，增強(qiáng)個(gè)人的休養(yǎng)。2022年12月26日1:38下午12月-2212月-22追求至善憑技術(shù)開拓市場，憑管理增創(chuàng)效益，憑服務(wù)樹立形象。26十二月20221:38:04下午13:38:0412月-22專業(yè)精神和專業(yè)素養(yǎng)，進(jìn)一步提升離退休工作的質(zhì)量和水平。十二月221:38下午12月-2213:38December26,2022時(shí)間是人類發(fā)展的空間。2022/12/2613:38:0413:38:0426December2022科學(xué)，你是國力的靈魂；同時(shí)又是社會發(fā)展的標(biāo)志。1:38:04下午1:38下午13:38:0412月-22每天都是美好的一天，新的一天開啟。12月-2212月-2213:3813:38:0413:38:04Dec-22人生不是自發(fā)的自我發(fā)展，而是一長串機(jī)緣。事件和決定，這些機(jī)緣、事件和決定在它們實(shí)現(xiàn)的當(dāng)時(shí)是取決于我們的意志的。2022/12/2613:38:04Monday,December26,2022感情上的親密，發(fā)展友誼；錢財(cái)上的親密，破壞友誼。12月-222022/12/2613:38:0412月-22謝謝大家！加強(qiáng)做責(zé)任心，責(zé)任到人，責(zé)任到位才是長久的發(fā)展。12月-22加強(qiáng)做責(zé)任心，責(zé)任到人，責(zé)任到位才是長久的發(fā)展。12月-2212月-22Monday,December26,2022人生得意須盡歡，莫使金樽空對月。13:38:0413:38:0413:3812/26/20221:38:04PM安全象只弓，不拉它就松，要想保安全，常把弓弦繃。12月-2213:38:0413:38Dec-2226-Dec-22重于泰山，輕于鴻毛。13:38:0413:38:0413:38Monday,December26,2022安全在于心細(xì)，事故出在麻痹。12月-2212月-2213:38:0413:38:04December26,2022加強(qiáng)自身建設(shè)，增強(qiáng)個(gè)人的休養(yǎng)。2022年12月26日1:38下午12月-2212月-22追求至善憑技術(shù)開拓市場，憑管理增創(chuàng)效益，憑服務(wù)樹立形象。26十二月20221:38:04下午13:38:0412月-22專業(yè)精神和專業(yè)素養(yǎng)，進(jìn)一步提升離退休工作的質(zhì)量和水平。十二月221:38下午12月-2213:38December26,2022時(shí)間是人類發(fā)展的空間。2022/12/2613:38:0413:38:0426December2022科學(xué)，你是國力的靈魂；同時(shí)又是社會發(fā)展的標(biāo)志。1:38:04下午1:38下午13:38:0412月-22每天都是美好的一天，新的一天開啟。12月-2212月-2213:3813:38:0413:38:04Dec-22人生不是自發(fā)的自我發(fā)展，而是一長串機(jī)緣。事件和決定，這些機(jī)緣、事件和決定在它們實(shí)現(xiàn)的當(dāng)時(shí)是取決于我們的意志的。2022/12/2613:38:04Monday,December26,2022感情上的親密，發(fā)展友誼；錢財(cái)上的親密，破壞友誼。12月-222022/12/2613:38:0412月-22謝謝大家！加強(qiáng)做責(zé)任心，責(zé)任到人，責(zé)任到位才是長久的發(fā)展。12月-22OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporationOnBrandNovember8th,2000
CorporateAD
SonyBrandCommunicationStrategy
ZoneAdvertisingManagementSupport
CorporateAD
SonyBrandCommThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsThemostvaluableassettothiNetworkBrandsCreateValue
AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==NetworkBrandsCreateValue
AbCorporateBrand
……Sony
Primarybrandwhichdrives
acompletebrandportfolio.
ProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
Brandswhichencompass,endorseandorganizemultipleproducts/services
CorporateBrand
……Sony
PrimaryCorporateBrand
……Sony
CorporateBrand
……Sony
TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewTheCriteriaofaSuccessfulBBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
BusinessPlatform
“WhatWeDo”
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinWedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaWedonotcopy.WedothingstBrandVision
“WhatWeWillBe”BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinChangeisSony’sEssenceNobuyukiIdeiChangeisSony’sEssenceDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKidsDigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.DigitalDreamKidsDigitalDreaBrandVision
“WhatWeWillBe”SonyDreamWorld,
PlatformofPersonalEnjoyment
BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinSony品牌管理方案(英文版)課件BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandPhilosophySharedAmongBrandVision
“WhatWeWillBe”SonyDreamWorld,
PlatformofPersonalEnjoyment
BrandEssence
“TheCore”
Dreamis
amotherofinnovation.
BusinessPlatform
“WhatWeDo”
DigitalDreamKids
BrandConceptBrandPositioning
“WhatWeSay”
BrandVisionBrandEssenceBusinunconventional
inspired
confident
fresh
fantastic
unexpected
ingenious
original
expressive
fertile
divergent
unusual
iconoclastic
prodigious
unconstrained
audacious
non-conformist
unorthodox
prolific
Sony品牌管理方案(英文版)課件Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptSonyisacompanydevotedtotSony品牌管理方案(英文版)課件Sony品牌管理方案(英文版)課件BrandConceptVideo(２min.)BrandConceptVideoBrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalBrandStrategyNetworkingEuropThreeLayersofBranding
EstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValue
ShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideThreeLayersofBranding
EstabProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
ProductCategoryBrand
……TriniCI=PICI=PISelectionandFocusSelectionandFocus
●No.1BrandCreationthatseizesCategory Leadership
●ConcentrateProductValueonareasthatbestdisplaySony’soriginality
SonyAdvertisingStrategySonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePTrinitron1968
TrinitronBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePWalkman1979
WalkmanBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationBrandLoyaltyCreatedbythePHandycamPassportSize1989HandycamEvolutionofProductBrand,AddingNewValuestoCoreExample:HandycamEvolutionofProductBrand,Establishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishingaleadingbrand,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.
TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerEstablishNo.1Category,andeVAIO
since1996VAIO
since1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiWewouldliketointroduceperSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoSonywillprovideuserswithnVAIO
ConvergingAVandITVAIO
ConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingTheBiggestAdvantageofHavinValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesValuablebrandembodyideastAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind.AsuccessfulproductformsanTVCFfromtheworld:
Globallysharedstrategy
andlocalinitiativeinexecutionTVCFfromtheworld:
GloballyMDWalkmanU.S.A.EuropeNewZealandMDWalkmanFDTrinitron,WegaThailandBrazilFDTrinitron,WegaAiboAiboWecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdeiSony品牌管理方案(英文版)課件W.NetworkWalkmanW.CorporateBrand
……Sony
Primarybrandwhichdrives
acompletebrandportfolio.
ProductCategoryBrand
……Trinitron,Walkman,Vaio
etc.
Brandswhichencompass,endorseandorganizemultipleproducts/services
CorporateBrand
……Sony
PrimaryTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewTheCriteriaofaSuccessfulBWhatisSonytotheWorld’sCustomers?★MariahCarey★CelineDion★StuartLittle★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★ClieWhatisSonytotheWorld’sCuConnectSonyProductswith
BrandPersonalityPlatform★MariahCarey★CelineDion★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie★StuartLittleConnectSonyPr
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