索尼的品牌管理課件

1、On BrandNovember 8th, 2000Maki KumagaiCorporate AD, Sony CorporationOn BrandNovember 8th, 2000Corporate ADSony Brand Communication Strategy Zone Advertising Management Support Corporate ADSony Brand CommThe most valuable asset to this company is not its buildings, land, or even its employee. Our mos

2、t valuable asset is the four letters “SONY”.Norio Ohga at this years Entrance Day as well as at many other occasionsThe most valuable asset to thiNetwork Brands Create ValueAbove the Line and Below ItIncreases Sales and Share-Increases efficiency of communications spending-Facilitates cross-selling/

3、up-selling-Reduces costs of new product introductionsIncreases Margins-Establishes competitive differentiation-Sustains competitive advantage-Engenders trust - endorses the product-Leads to greater loyalty - makes an emotional connectionHigher Avg. Selling PricesReduces CostsIncreased Market Capital

4、ize-tion=Network Brands Create ValueAbCorporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Category BrandTrinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/servicesCorporate BrandSonyPrimaryCorporate BrandSonyCorporate BrandSonyThe

5、 Criteria of a Successful Brand:Unchanging Brand EssenceContinue to Create Something NewThe Criteria of a Successful BBrand Vision“What We Will Be”Brand Essence“The Core”Business Platform“What We Do”Brand ConceptBrand Positioning “What We Say” Brand VisionBrand EssenceBusinBrand Vision“What We Will

6、Be”Brand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Brand ConceptBrand Positioning “What We Say” Brand VisionBrand EssenceBusinWe do not copy. We do things that no one else has done.Masaru IbukaWe do not copy. We do things tBrand Vision“What We Will Be”Brand Essen

7、ce“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning “What We Say” Brand VisionBrand EssenceBusinChange is Sonys EssenceNobuyuki IdeiChange is Sonys EssenceDigital Dream Kids1996 Digital Dream Kids are ourselvesIn this Digital Era

8、, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!Digital Dream KidsDigital Dream Kids1996 Digital Dreams Kids are our CustomersIn this Digital Era, we continue creating products that satisfy the dreams of our

9、customers worldwide, who are captivated by the potential of digital technology.Digital Dream KidsDigital DreaBrand Vision“What We Will Be”Sony Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand Concep

10、tBrand Positioning “What We Say” Brand VisionBrand EssenceBusin索尼的品牌管理課件Brand Philosophy Shared Among All of SonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetwork ServicesFinanceB&PBrand PhilosophyGlobal : Enhance a Common PlatformBrand Philosophy Shared Among Brand Vision“What We Will Be”Sony

11、 Dream World,Platform of Personal EnjoymentBrand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Digital Dream KidsBrand ConceptBrand Positioning “What We Say” Brand VisionBrand EssenceBusinunconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpress

12、ivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolific索尼的品牌管理課件Sony is a company devoted to the celebration of life.We create things for every kind of imagination.Products that stimulate the senses and refresh the spirit.Ideas that always surprise, and

13、 never disappoint.Innovations that are easy to love, and effortless to use. Things that are not essential, but hard to live without.We are not here to be logical. Or predictable. Were here to pursue infinite possibilities.We allow the brightest minds to interact freely, so the unexpected can emerge.

14、We invite new thinking, so even more fantastic ideas can evolve.Creativity is our essence. We take chances. We exceed expectations.We help dreamers dream.Sony Brand ConceptSony is a company devoted to t索尼的品牌管理課件索尼的品牌管理課件Brand Concept Video( min.)Brand Concept VideoBrand Strategy NetworkingEuropeUSAJ

15、apanGulfAsiaLatinGlobalBrand Strategy NetworkingEuropThree Layers of BrandingEstablishing Value Added MarketingClarifying Brand Personality and Brand PhilosophyBranding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 ShareGlobalRegional(Product Oriented Ad)Branding WorldwideThree

16、Layers of BrandingEstabProduct Category BrandTrinitron, Walkman, Vaio etc.Product Category BrandTriniCI = PICI = PISelection and FocusSelection and FocusNo.1 Brand Creation that seizes Category LeadershipConcentrate Product Value on areas that best display Sonys originality Sony Advertising Strategy

17、Sony Advertising StrategyBrand Loyalty Created by the Power of the Leading Brands TrinitronSony Brand PowerNew Business CreationBrand Loyalty Created by the PTrinitron1968TrinitronBrand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanSony Brand PowerNew Business CreationBrand Loya

18、lty Created by the PWalkman1979WalkmanBrand Loyalty Created by the Power of the Leading Brands TrinitronWalkmanHandycamSony Brand PowerNew Business CreationBrand Loyalty Created by the PHandycamPassport Size 1989HandycamEvolution of Product Brand,Adding New Values to CoreExample: HandycamEvolution o

19、f Product Brand,Establishing a leading brand, and create a new business arenaTrinitronWalkmanHandycamSony Brand PowerBrand Loyalty Created by the Power of the Leading BrandsEstablishing a leading brand, Establish No.1 Category, and enhance brands of computers and TVs that will become the center of H

20、ome Network and Personal Network.TrinitronWalkmanHandycamWEGA1998VAIO1999Sony Brand PowerEstablish No.1 Category, and eVAIOsince 1996VAIOsince 1996We would like to introduce personal computers that have a Sony-like entertainment quality.Nobuyuki IdeiWe would like to introduce perSony will provide us

21、ers with new ways of designing their lifestyles through the introduction of VAIO. Our hope is to create new market by offering such lifestyle solutions. Kunitake AndoSony will provide users with nVAIOConverging AV and ITVAIOConverging AV and ITThe Biggest Advantage of Having a Strong Brand is Rule B

22、reakingThe Biggest Advantage of Havin Valuable brand embody ideas that relate to consumer lifestyles or experiences Valuable brand embody ideas tA successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating, shaping and sharing expe

23、rience.And such relationship results in a strong “brand loyalty” within the peoples mind.A successful product forms an TVCF from the world:Globally shared strategy and local initiative in executionTVCF from the world:Globally MD WalkmanU.S.A.EuropeNew ZealandMD WalkmanFD Trinitron, WegaThailandBrazi

24、lFD Trinitron, WegaAiboAiboWe create expectations. Responding to expectations is too late. Sony is a company that no one can predict.Nobuyuki Idei索尼的品牌管理課件W.Network WalkmanW.Corporate BrandSonyPrimary brand which drives a complete brand portfolio.Product Category BrandTrinitron, Walkman, Vaio etc.Brands which encompass, endorse a