索尼的品牌管理.ppt

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,IncreasedMarketCapitaliza-tion,=,=,CorporateBrandSonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrandTrinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/services,CorporateBrandSony,TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew,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”,unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudacious,Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.Wereheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.,SonyBrandConcept,BrandConceptVideo,BrandStrategyNetworking,Europe,USA,Japan,Gulf,Asia,Latin,Global,ThreeLayersofBrandingEstablishingValueAddedMarketing,ClarifyingBrandPersonalityandBrandPhilosophy,BrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1Share,BrandingWorldwide,ProductCategoryBrandTrinitron,Walkman,Vaioetc.,No.1BrandCreationthatseizesCategoryLeadershipConcentrateProductValueonareasthatbestdisplaySonysoriginality,SonyAdvertisingStrategy,Trinitron1968,Walkman1979,HandycamPassportSize1989,EvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.,Trinitron,Walkman,Handycam,SonyBrandPower,VAIOsince1996,WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdei,SonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndo,VAIOConvergingAVandIT,TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking,Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences,Asuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeoplesmind.,MDWalkmanU.S.A.EuropeNewZealand,FDTrinitron,WegaThailandBrazil,Aibo,Wecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdei,W.NetworkWalkman,ConnectSonyProductswithBrandPersonalityPlatform,MariahCarey,CelineDion,Walkman,DVD,MemoryStick,PlayStation,MiniDisc,WEGA,VAIO,Clie,StuartL