sony的品牌.ppt

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1、OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporationCorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupportThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceD

2、ayaswellasatmanyotheroccasionsNetworkBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainsc

3、ompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,

4、Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/servicesCorporateBrand……SonyTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore”BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeS

5、ay”BrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPla

6、tform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekid

7、s!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”

8、Dreamisamotherofinnovation.Busin