某品牌管理实务简介(英文版)

2000.11.２

Corporate

ADOnBrandNovember

8th,

2000Maki

KumagaiCorporate

AD,

Sony

CorporationCorporate

ADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupport2000.11.２

Corporate

ADThemostvaluable

assetto

thiscompanyis

notitsbuildings,

land,or

evenitsemployee.

Our

mostvaluableasset

isthefour

letters

“SONY”.2000.11.２

Corporate

ADNorioOhgaat

thisyea’rs’EntranceDayas

wellas

at

manyotheroccasionsNetworkBrands

Create

ValueAbove

theLine

and

BelowItIncreasesSalesandShare-Increases

efficiencyofcommunications

spending-Facilitatescross-selling/up-selling-Reduces

costs

ofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustains

competitive

advantage-Engenders

trust

--

endorsestheproduct-Leadsto

greaterloyalty

--

makesanemotionalconnectionHigherAvg.Selling

PricesReducesCostsIncreasedMarketCapitalize-tion2000.11.２

Corporate

AD==Corporate

Brand……SonyPrimary

brand

which

drivesacomplete

brand

portfolio.Product

Category

Brand……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganize

multipleproducts/services2000.11.２

Corporate

ADCorporate

Brand……Sony2000.11.２

Corporate

ADThe

Criteriaof

aSuccessful

Brand:Unchanging

Brand

EssenceContinue

toCreateSomething

New2000.11.２

Corporate

ADBrandVision

“WhatWe

Will

Be”BrandEssence

“The

Core”Business

Platform

“WhatWe

Do”BrandConceptBrandPositioning

“WhatWe

Say””2000.11.２

Corporate

ADBrandVision

“WhatWe

Will

Be”BrandEssence

“The

Core”Dreamisamotherof

innovation.Business

Platform

“WhatWe

Do”BrandConceptBrandPositioning

“WhatWe

Say””2000.11.２

Corporate

ADWe

donot

copy.

Wedo

things

that

noone

elsehas

done.2000.11.２

Corporate

ADMasaruIbukaBrandVision

“WhatWe

Will

Be”BrandEssence

“The

Core”Dreamisamotherof

innovation.Business

Platform“WhatWe

Do”Digital

DreamKidsBrandConceptBrandPositioning

“WhatWe

Say””2000.11.２

Corporate

ADChangeis

Sony’s

EssenceNobuyuki

Idei2000.11.２

Corporate

ADDigital

Dream

Kids1996～Digital

Dream

Kidsare

ourselvesIn

this

Digital

Era,

weare

agroupof

peoplemesmerized

bynew

digitaltechnologies,andcontinues

dream

and

remain

curiousjust

aswe

were

when

we

were

kids!2000.11.２

Corporate

ADDigital

Dream

Kids1996～Digital

Dreams

Kids

areourCustomersIn

this

Digital

Era,

wecontinuecreatingproducts

that

satisfy

the

dreamsofour

customers

worldwide,

whoarecaptivated

bythe

potentialofdigitaltechnology.2000.11.２

Corporate

ADBrandVision

“WhatWe

Will

Be”Sony

Dream

World,PlatformofPersonal

EnjoymentBrandEssence

“The

Core”Dreamisamotherof

innovation.Business

Platform“WhatWe

Do”Digital

DreamKidsBrandConceptBrandPositioning

“WhatWe

Say””2000.11.２

Corporate

AD2000.11.２

Corporate

ADBrandPhilosophy

SharedAmongAll

ofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophy2000.11.２

Corporate

ADGlobal:

Enhance

aCommon

PlatformBrandVision

“WhatWe

Will

Be”Sony

Dream

World,PlatformofPersonal

EnjoymentBrandEssence

“The

Core”Dreamisamotherof

innovation.Business

Platform“WhatWe

Do”Digital

DreamKidsBrandConceptBrandPositioning

“WhatWe

Say””2000.11.２

Corporate

AD2000.11.２

Corporate

ADSony

is

a

companydevoted

to

the

celebrationoflife.We

create

things

for

every

kind

of

imagination.Products

that

stimulatethe

senses

and

refresh

the

spirit.Ideasthat

alwayssurprise,

and

never

disappoint.Innovationsthat

are

easy

to

love,

and

effortless

to

use.Thingsthatare

not

essential,but

hard

tolivewithout.We

arenot

here

tobe

logical.Or

predictable.

We’re

here

topursue

infinite

possibilities.We

allow

thebrightest

minds

to

interact

freely,so

the

unexpectedcan

emerge.We

invite

new

thinking,so

even

morefantastic

ideas

canevolve.Creativity

is

ouressence.

Wetake

chances.

We

exceedexpectations.We

help

dreamers

dream.2000.11.２

Corporate

ADSony

Brand

Concept2000.11.２

Corporate

AD2000.11.２

Corporate

ADBrandConcept

Video(２

min.)2000.11.２

Corporate

ADBrandStrategy

NetworkingEuropeUSAJapanGulfAsiaLatinGlobal2000.11.２

Corporate

AD2000.11.２

Corporate

ADThreeLayersof

BrandingEstablishing

Value

AddedMarketingPhilosophyn

CategoryNo.1ShareGlobalClarifying

BrandPersonality

and

BrandRegional(Product

Oriented

Ad)BrandingMarketingEnhancingBrandValueShareMarketingEarBranding

WorldwideProduct

Category

Brand……Trinitron,Walkman,

Vaioetc.2000.11.２

Corporate

ADCI

=

PI2000.11.２

Corporate

ADSelection

and

Focus2000.11.２

Corporate

AD●No.1BrandCreation

thatseizesCategoryLeadership●●Concentrate

Product

Valueon

areas

thatbestdisplay

Son’ys’originality2000.11.２

Corporate

ADSony

Advertising

StrategyBrandLoyalty

Created

bythe

Power

oftheLeading

BrandsTrinitron2000.11.２

Corporate

ADSony

BrandPowerNewBusinessCreationTrinitron19682000.11.２

Corporate

ADBrandLoyalty

Created

bythe

Power

oftheLeading

BrandsWalkmanTrinitron2000.11.２

Corporate

ADSony

BrandPowerNewBusinessCreationWalkman19792000.11.２

Corporate

ADBrandLoyalty

Created

bythe

Power

oftheLeading

BrandsSony

BrandPower2000.11.２

Corporate

ADNewBusinessCreationHandycamWalkmanTrinitronHandycamPassport

Size

19892000.11.２

Corporate

ADEvolution

ofProduct

Brand,Adding

NewValues

toCoreExample:

Handycam2000.11.２

Corporate

ADEstablishing

aleading

brand,and

createanewbusinessarenaHandycamWalkmanTrinitron2000.11.２

Corporate

ADSonyBrandPowerBrandLoyalty

Created

bythe

Powerof

the

LeadingBrandsEstablishNo.1Category,and

enhance

brands

ofcomputers

andTVsthatwillbecome

thecenterofHomeNetwork

and

Personal

Network.HandycamWalkmanTrinitron1998WEGA1999VAIO2000.11.２

Corporate

ADSonyBrandPowerVAIOsince19962000.11.２

Corporate

ADWe

would

like

tointroducepersonalcomputersthathavea

Sony-likeentertainment

quality.2000.11.２

Corporate

ADNobuyuki

IdeiSonywillprovide

users

with

new

waysofdesigningtheir

lifestylesthroughtheintroduction

ofVAIO.

Ourhopeisto

create

new

marketby

offeringsuchlifestyle

solutions.2000.11.２

Corporate

ADKunitake

AndoVAIOConvergingAV

andIT2000.11.２

Corporate

ADThe

Biggest

AdvantageofHaving

a

StrongBrandisRuleBreaking2000.11.２

Corporate

ADValuable

brandembody

ideas

thatrelateto

consumer

lifestylesorexperiences2000.11.２

Corporate

ADA

successful

productformsanemotionalrelationship

with

acertainsegment/generation

ofpeoplethroughcollaborativelycreating,shaping

andsharingexperience.And

such

relationship

resultsinastrong

“brand

loyalty”withinthepeopl’es’mind.2000.11.２

Corporate

ADTVCFfromtheworld:Globallysharedstrategyandlocal

initiativeinexecution2000.11.２

Corporate

ADMDWalkmanU.S.A.EuropeNew

Zealand2000.11.２

Corporate

ADFD

Trinitron,

WegaThailand2000.11.２

Corporate

ADBrazilAibo2000.11.２

Corporate

ADWe

createexpectations.

Respondingtoexpectationsis

too

late.

Sony

is

acompanythat

noone

canpredict.2000.11.２

Corporate

ADNobuyuki

IdeiW.Network

Walkman2000.11.２

Corporate

ADCorporateBrand……SonyPrimary

brandwhichdrivesacomplete

brandportfolio.Product

Category

Brand……Trinitron,Walkman,Vaioetc.Brands

whichencompass,

endorse

andorganizemultipleproducts/serv