sony品牌管理(英文PPT 56)

OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporationCorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupportThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand………SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand

………Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/servicesCorporateBrand………SonyTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore””BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay””BrandVision“WhatWeWillBe”BrandEssence“TheCore””Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay””Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandVision“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolificSonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptBrandConceptVideo(２min.)BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalThreeLayersofBrandingEstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideProductCategoryBrand

……Trinitron,Walkman,Vaioetc.CI=PISelectionandFocus●No.1BrandCreationthatseizesCategory Leadership●●ConcentrateProductValueonareasthatbestdisplaySony’soriginalitySonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationTrinitron1968BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreationWalkman1979BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationHandycamPassportSize1989EvolutionofProductBrand,AddingNewValuestoCoreExample:HandycamEstablishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerVAIOsince1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoVAIOConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty””withinthepeople’smind.TVCFfromtheworld:Globallysharedstrategy

andlocalinitiativeinexecutionMDWalkmanU.S.A.EuropeNewZealandFDTrinitron,WegaThailandBrazilAiboWecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdeiW.NetworkWalkmanCorporateBrand…………SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand…………Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/servicesTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceC