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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”
BrandVisionBrandEssenceBusin索尼品牌策略课件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
索尼品牌策略课件Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptSonyisacompanydevotedtot索尼品牌策略课件索尼品牌策略课件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.NobuyukiIdei索尼品牌策略课件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
DreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersBrandPlatformCentripetalCorOnBrandNovember8th,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”
BrandVisionBrandEssenceBusin索尼品牌策略课件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
索尼品牌策略课件Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptSonyisacompanydevotedtot索尼品牌策略课件索尼品牌策略课件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
ConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingTheBiggestAdvantageofHavinValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesValuablebrandembodyideas
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