索尼的品牌管理.ppt

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1、CorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupportThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCr

2、eateValueAbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust

3、--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitaliza-tion==CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.Brandswhichenco

4、mpass,endorseandorganizemultipleproducts/servicesCorporateBrand……SonyTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPos

5、itioning“WhatWeSay”Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”ChangeisSony’sEssenceNobuyukiIdeiDigitalDr

6、eamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductstha

7、tsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPos

8、itioning“WhatWeSay”BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkS