324索尼的品牌管理(1).ppt

,OnBrand,November8th,2000MakiKumagaiCorporateAD,SonyCorporation,CorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupport,Themostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyearsEntranceDayaswellasatmanyotheroccasions,NetworkBrandsCreateValueAbovetheLineandBelowIt,IncreasesSalesandShare,-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-Reducescostsofnewproductintroductions,IncreasesMargins,-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust-endorsestheproduct-Leadstogreaterloyalty-makesanemotionalconnection,HigherAvg.SellingPrices,ReducesCosts,IncreasedMarketCapitalize-tion,=,=,CorporateBrandSonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrandTrinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services,CorporateBrandSony,TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew,BrandVision“WhatWeWillBe”,BrandEssence“TheCore”,BusinessPlatform“WhatWeDo”,BrandConcept,BrandPositioning“WhatWeSay”,BrandVision“WhatWeWillBe”,BrandEssence“TheCore”Dreamisamotherofinnovation.,BusinessPlatform“WhatWeDo”,BrandConcept,BrandPositioning“WhatWeSay”,Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbuka,BrandVision“WhatWeWillBe”,BrandEssence“TheCore”Dreamisamotherofinnovation.,BusinessPlatform“WhatWeDo”DigitalDreamKids,BrandConcept,BrandPositioning“WhatWeSay”,ChangeisSonysEssenceNobuyukiIdei,DigitalDreamKids1996DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!,DigitalDreamKids1996,DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.,BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoyment,BrandEssence“TheCore”Dreamisamotherofinnovation.,BusinessPlatform“WhatWeDo”DigitalDreamKids,BrandConcept,BrandPositioning“WhatWeSay”,BrandPhilosophySharedAmongAllofSony,IT(Electronics),AV(Electronics),Pictures,Music,Games,NetworkServices,Finance,B&P,BrandPhilosophy,Global:EnhanceaCommonPlatform,BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoyment,BrandEssence“TheCore”Dreamisamotherofinnovation.,BusinessPlatform“WhatWeDo”DigitalDreamKids,BrandConcept,BrandPositioning“WhatWeSay”,unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolific,Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.Wereheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.,SonyBrandConcept,BrandConceptVideo(min.),BrandStrategyNetworking,Europe,USA,Japan,Gulf,Asia,Latin,Global,ThreeLayersofBrandingEstablishingValueAddedMarketing,ClarifyingBrandPersonalityandBrandPhilosophy,BrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1Share,BrandingWorldwide,ProductCategoryBrandTrinitron,Walkman,Vaioetc.,CI=PI,SelectionandFocus,No.1BrandCreationthatseizesCategoryLeadershipConcentrateProductValueonareasthatbestdisplaySonysoriginality,SonyAdvertisingStrategy,BrandLoyaltyCreatedbythePoweroftheLeadingBrands,Trinitron,SonyBrandPower,NewBusinessCreation,Trinitron1968,BrandLoyaltyCreatedbythePoweroftheLeadingBrands,Trinitron,Walkman,SonyBrandPower,NewBusinessCreation,Walkman1979,BrandLoyaltyCreatedbythePoweroftheLeadingBrands,Trinitron,Walkman,Handycam,SonyBrandPower,NewBusinessCreation,HandycamPassportSize1989,EvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam,Establishingaleadingbrand,andcreateanewbusinessarena,Trinitron,Walkman,Handycam,SonyBrandPower,BrandLoyaltyCreatedbythePoweroftheLeadingBrands,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.,Trinitron,Walkman,Handycam,SonyBrandPower,VAIOsince1996,WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdei,SonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndo,VAIOConvergingAVandIT,TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking,Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences,Asuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeoplesmind.,TVCFfromtheworld:Globallysharedstrategyandlocalinitiativeinexecution,MDWalkmanU.S.A.EuropeNewZealand,FDTrinitron,WegaThailandBrazil,Aibo,Wecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdei,W.NetworkWalkman,CorporateBrandSonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrandTrinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services,TheCriteriaofaSuccessfulBrand:Un