324索尼的品牌管理(1)

2000.11.２CorporateADOnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation2000.11.２CorporateADCorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupport2000.11.２CorporateADThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasions2000.11.２CorporateADNetworkBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare•-Increasesefficiencyofcommunicationsspending•-Facilitatescross-selling/up-selling•-ReducescostsofnewproductintroductionsIncreasesMargins•-Establishescompetitivedifferentiation•-Sustainscompetitiveadvantage•-Engenderstrust--endorsestheproduct•-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==2000.11.２CorporateADCorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services2000.11.２CorporateADCorporateBrand……Sony2000.11.２CorporateADTheCriteriaofaSuccessfulBrand:•UnchangingBrandEssence•ContinuetoCreateSomethingNew2000.11.２CorporateADBrandVision“WhatWeWillBe”BrandEssence“TheCore”BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”2000.11.２CorporateADBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”2000.11.２CorporateADWedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbuka2000.11.２CorporateADBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”2000.11.２CorporateADChangeisSony’sEssenceNobuyukiIdei2000.11.２CorporateADDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!2000.11.２CorporateADDigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.2000.11.２CorporateADBrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”2000.11.２CorporateAD2000.11.２CorporateADBrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatform2000.11.２CorporateADBrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”2000.11.２CorporateADunconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolific2000.11.２CorporateADSonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConcept2000.11.２CorporateAD2000.11.２CorporateAD2000.11.２CorporateADBrandConceptVideo(２min.)2000.11.２CorporateADBrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobal2000.11.２CorporateADThreeLayersofBrandingEstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwide2000.11.２CorporateADProductCategoryBrand……Trinitron,Walkman,Vaioetc.2000.11.２CorporateADCI=PI2000.11.２CorporateADSelectionandFocus2000.11.２CorporateAD●No.1BrandCreationthatseizesCategoryLeadership●ConcentrateProductValueonareasthatbestdisplaySony’soriginalitySonyAdvertisingStrategy2000.11.２CorporateADBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreation2000.11.２CorporateADTrinitron19682000.11.２CorporateADBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreation2000.11.２CorporateADWalkman19792000.11.２CorporateADBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreation2000.11.２CorporateADHandycamPassportSize19892000.11.２CorporateADEvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam2000.11.２CorporateADEstablishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrands2000.11.２CorporateADEstablishNo.1Category,andenhancebrands