索尼的品牌管理二

OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation

CorporateAD

SonyBrandCommunicationStrategy

ZoneAdvertisingManagementSupport

Themostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCreateValue

AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

CorporateBrand

……Sony

TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

BrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore””Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay””ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore””Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay””BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore””Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay””unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolificSonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptBrandConceptVideo(２min.)BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalThreeLayersofBrandingEstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideProductCategoryBrand

………Trinitron,Walkman,Vaioetc.CI=PISelectionandFocus●No.1BrandCreationthatseizesCategoryLeadership●●ConcentrateProductValueonareasthatbestdisplaySony’soriginalitySonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationTrinitron1968BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreationWalkman1979BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationHandycamPassportSize1989EvolutionofProductBrand,AddingNewValuestoCoreExample:HandycamEstablishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerVAIOsince1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoVAIOConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty””withinthepeople’smind.TVCFfromtheworld:Globallysharedstrategy

andlocalinitiativeinexecutionMDWalkmanU.S.A.EuropeNewZealandFDTrinitron,WegaThailandBrazilAiboWecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdeiW.NetworkWalkmanCorporateBrand………SonyPrimarybrandwhichdrives

acompletebrandportfolio.ProductCategoryBrand

……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/servicesTheCriteriaofaSuccessfulBrand:Unchan