324索尼的品牌管理.ppt

1、,On Brand,November 8th, 2000 Maki Kumagai Corporate AD, Sony Corporation,Corporate 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”. Nor

2、io Ohga at this years Entrance Day as well as at many other occasions,Network Brands Create ValueAbove the Line and Below It,Increases Sales and Share,-Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions,Increases Margins,

3、-Establishes competitive differentiation -Sustains competitive advantage -Engenders trust - endorses the product -Leads to greater loyalty - makes an emotional connection,Higher Avg. Selling Prices,Reduces Costs,Increased Market Capitalize-tion,=,=,Corporate BrandSonyPrimary brand which drives a com

4、plete brand portfolio.Product Category BrandTrinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/services,Corporate BrandSony,The Criteria of a Successful Brand: Unchanging Brand Essence Continue to Create Something New,Brand Vision “What We Will Be”,Brand Esse

5、nce “The Core”,Business Platform “What We Do”,Brand Concept,Brand 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 Concept,Brand Positioning “What We Say”,We do not copy. We do things that no one el

6、se has done. Masaru Ibuka,Brand Vision “What We Will Be”,Brand Essence “The Core”Dream is a mother of innovation.,Business Platform “What We Do”Digital Dream Kids,Brand Concept,Brand Positioning “What We Say”,Change is Sonys Essence Nobuyuki Idei,Digital Dream Kids 1996 Digital Dream Kids are oursel

7、ves In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!,Digital Dream Kids 1996 ,Digital Dreams Kids are our Customers In this Digital Era, we continue creating products that satisfy the dream

8、s of our customers worldwide, who are captivated by the potential of digital technology.,Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment,Brand Essence “The Core”Dream is a mother of innovation.,Business Platform “What We Do”Digital Dream Kids,Brand Concept,Brand Positi

9、oning “What We Say”,Brand Philosophy Shared Among All of Sony,IT(Electronics),AV(Electronics),Pictures,Music,Games,Network Services,Finance,B&P,Brand Philosophy,Global : Enhance a Common Platform,Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment,Brand Essence “The Core”D

10、ream is a mother of innovation.,Business Platform “What We Do”Digital Dream Kids,Brand Concept,Brand Positioning “What We Say”,unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conf

11、ormist unorthodox prolific,Sony 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. Thin

12、gs that are not essential, but 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 i

13、s our essence. We take chances. We exceed expectations. We help dreamers dream.,Sony Brand Concept,Brand Concept Video ( min.),Brand Strategy Networking,Europe,USA,Japan,Gulf,Asia,Latin,Global,Three Layers of BrandingEstablishing Value Added Marketing,Clarifying Brand Personality and Brand Philosoph

14、y,Branding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 Share,Branding Worldwide,Product Category BrandTrinitron, Walkman, Vaio etc.,CI = PI,Selection and Focus,No.1 Brand Creation that seizes Category LeadershipConcentrate Product Value on areas that best display Sonys origina

15、lity,Sony Advertising Strategy,Brand Loyalty Created by the Power of the Leading Brands,Trinitron,Sony Brand Power,New Business Creation,Trinitron 1968,Brand Loyalty Created by the Power of the Leading Brands,Trinitron,Walkman,Sony Brand Power,New Business Creation,Walkman 1979,Brand Loyalty Created

16、 by the Power of the Leading Brands,Trinitron,Walkman,Handycam,Sony Brand Power,New Business Creation,Handycam Passport Size 1989,Evolution of Product Brand, Adding New Values to Core Example: Handycam,Establishing a leading brand, and create a new business arena,Trinitron,Walkman,Handycam,Sony Bran

17、d Power,Brand Loyalty Created by the Power of the Leading Brands,Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.,Trinitron,Walkman,Handycam,Sony Brand Power,VAIOsince 1996,We would like to introduce personal computers

18、 that have a Sony-like entertainment quality. Nobuyuki Idei,Sony will provide users with new ways of designing their lifestyles through the introduction of VAIO. Our hope is to create new market by offering such lifestyle solutions. Kunitake Ando,VAIOConverging AV and IT,The Biggest Advantage of Hav

19、ing a Strong Brand is Rule Breaking,Valuable brand embody ideas that relate to consumer lifestyles or experiences,A successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating, shaping and sharing experience. And such relationship r

20、esults in a strong “brand loyalty” within the peoples mind.,TVCF from the world:Globally shared strategy and local initiative in execution,MD Walkman U.S.A. Europe New Zealand,FD Trinitron, Wega Thailand Brazil,Aibo,We create expectations. Responding to expectations is too late. Sony is a company that no one can predict. Nobuyuki Idei,W. Network Walkman,Corporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Category BrandTrinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple pro