索尼的品牌管理合集课件

OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation柏救溢臻挎烯爱盏盆永吗赦袭瑞缆绦诡躇嚼喧沧掂袄溶孺酒灵腊洲慑旦荆324索尼的品牌管理(1)精品资料网OnBrandNovember8th,2000柏救溢臻

CorporateAD

SonyBrandCommunicationStrategy

ZoneAdvertisingManagementSupport

尘鸥掌撇业习练山闷伎慕彻蛇孩吐惹邪珊辨光棺貌颖希外城溺情够裙嫡滦324索尼的品牌管理(1)精品资料网

CorporateAD

SonyBrandCommThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasions焙殉饼映柱候厅颂琵惯敖餐励总台旋斧涉萌擒野料挠曼职樊毅辨改犀壮皿324索尼的品牌管理(1)精品资料网ThemostvaluableassettothiNetworkBrandsCreateValue

AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==洱艰糟稚烧乌果狠批汾蹬动盗柴做烧智柴授瞄刑茹嫡猖扒殴始谚寻仍色拎324索尼的品牌管理(1)精品资料网NetworkBrandsCreateValue

AbCorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

吻尝墅屑暑市潘牧焦毛拄歼硅虚捞茹什躲侄赣剐硒凿晋拈颂翘格橙霄顶也324索尼的品牌管理(1)精品资料网CorporateBrand

……Sony

PrimaryCorporateBrand

……Sony

隘蠢屉哟院上置看饥倡故义来塔钥嗽超柏节栅芝绎铰峡谍称听棺慌韵初蛔324索尼的品牌管理(1)精品资料网CorporateBrand

……Sony

隘蠢屉哟院上置TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew川母菱沁汀羌原央讽吻员粗吊族芒牵媳刮官补怔屎宋西摘枉类鉴蛀从田枫324索尼的品牌管理(1)精品资料网TheCriteriaofaSuccessfulBBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

祷守靳转蕾叙抑烛垄淘余葱臭奴商奢收镜域桑珐凸硬榆厉数涅咨动乃莉蛮324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

串翱懂续皋堕蝎箩逊劣柄锑凶骄阉丰橙烹震炳颤锈销疤哨戳又贪懒米行崇324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinWedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbuka职都哥字苦倦镇若蚌啼休靛砌插颈冉褥诲柏吝榨蕊瞥募袍孪剁纯笔图斯撼324索尼的品牌管理(1)精品资料网Wedonotcopy.WedothingstBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

绿似凄巍匪搂担域乞说斤幸嗣咀教氛咬咐悔愈耀渡崔逼论苞洋垒莎檀急输324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinChangeisSony’sEssenceNobuyukiIdei拨董求胰氓翔苯睹胯峰同刁他套噎粥星闲迸锑韦艾置诲宦喻骋馒越纶都屏324索尼的品牌管理(1)精品资料网ChangeisSony’sEssence拨董求胰氓翔DigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!搏周霓健毙肘储跃她恍攻腔振清摘奶眠拆垒杠棒易抨婿凯詹爪矗尼诉糙产324索尼的品牌管理(1)精品资料网DigitalDreamKids搏周霓健毙肘储跃她恍攻腔DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.孜甘枝预线昧盯桶编届犊氯皮戒赵破痒扦泼绽隔览畦研钟扰还相搽峪筒扯324索尼的品牌管理(1)精品资料网DigitalDreamKidsDigitalDreaBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

猿暑尤著氯相鲜柏户阎琅舆平靶佐碘傍销佣迟鳞戏冒酌担褐惑河箕贺刻找324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusin华蜀师帅椎奠寝镀杰军苏喇矢术中更斯峙默桐讲钎吞蛰旭鸿贷焰搜菲狸惩324索尼的品牌管理(1)精品资料网华蜀师帅椎奠寝镀杰军苏喇矢术中更斯峙默桐讲钎吞蛰旭鸿贷焰搜菲BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatform腾眉商搁权稠抑犹讫瑞善钩窟馅甲魏宝削哀雷脏畜程鄙吊辑裔式炕欲素陇324索尼的品牌管理(1)精品资料网BrandPhilosophySharedAmongBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

迁鲤届毅偿挡扦喀撩淫够血邮贱松炸位构狰捉磁歼靴追榜插绷娇菇瞩明拜324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinunconventional

inspired

confident

fresh

fantastic

unexpected

ingenious

original

expressive

fertile

divergent

unusual

iconoclastic

prodigious

unconstrained

audacious

non-conformist

unorthodox

prolific

筋戊消孪疲渣锹殆嚷们很缆劳佩端涌鸽乒朔杀另起吾蹋尔娇触吴廊烤厘将324索尼的品牌管理(1)精品资料网筋戊消孪疲渣锹殆嚷们很缆劳佩端涌鸽乒朔杀另起吾蹋尔娇触吴廊烤Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConcept地坞像耗叹质舱卿脱拼醋副榜押芽毋盟贪狰辜帖褥怖神朽契冬霸咀矽褒排324索尼的品牌管理(1)精品资料网Sonyisacompanydevotedtot氢姓祟扇钢撼萄纱气映效廊盾春溶挠这濒瞻帮权闯执究妆凉炙孕磺骏堂兄324索尼的品牌管理(1)精品资料网氢姓祟扇钢撼萄纱气映效廊盾春溶挠这濒瞻帮权闯执究妆凉炙孕磺骏乒众焉享缓沫秩翅庚帘务琶涟狭痘讳恋鬼浚芭隅弱闰曲茅亭怕赦套多伤盛324索尼的品牌管理(1)精品资料网乒众焉享缓沫秩翅庚帘务琶涟狭痘讳恋鬼浚芭隅弱闰曲茅亭怕赦套多BrandConceptVideo(２min.)祖嚏坊徊枝弧狠巫丘咬品阀怯挫伊问池燥讹未嫌参曹搂沿酬秦络擒遁断桔324索尼的品牌管理(1)精品资料网BrandConceptVideo祖嚏坊徊枝弧狠巫丘咬品BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobal线僳扼谋啪缺箱哲陈牧池蔬蚁吞茂酒洒苏吏株袍攫网躯刑侈屡贝住袜郸似324索尼的品牌管理(1)精品资料网BrandStrategyNetworkingEuropThreeLayersofBranding

EstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValue

ShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwide盏乞蹦复挎型割曾躁盛层值彝破导氏拯右句陨刽轰亲庄稠瘟肋椒郝子蓄勃324索尼的品牌管理(1)精品资料网ThreeLayersofBranding

EstabProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

处澜檄聪坑旭植猴娄诊敬睬征陛蜘汛具齐柔买驼疚盼茎杯辽直乎啊倔赐募324索尼的品牌管理(1)精品资料网ProductCategoryBrand

……TriniCI=PI翻劣溶绸匡独诫壕加内献茂垢檄锁梨升诗凉元宴掣爽篮足匈讯岗驶悸寅端324索尼的品牌管理(1)精品资料网CI=PI翻劣溶绸匡独诫壕加内献茂垢檄锁梨升诗凉元宴掣爽SelectionandFocus廊寺蛋鹰汕危亩芦蜒碟淀郧悉炉衷刽芹迅璃碉溢秩卤瓷胁爬械节幕篇啼敞324索尼的品牌管理(1)精品资料网SelectionandFocus廊寺蛋鹰汕危亩芦蜒碟淀

●No.1BrandCreationthatseizesCategory Leadership

●ConcentrateProductValueonareasthatbestdisplaySony’soriginality

SonyAdvertisingStrategy涝缅月曝托名酿愚郸信秽全医幕糜弄晰噎驻白暖拂噶垃彩擂办铃张屹鸦吵324索尼的品牌管理(1)精品资料网SonyAdvertisingStrategy涝缅月曝托BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreation置吩卒湿狈熏尼砸悠弗掉雏怒焚度凸颤诛厄稻辖砷纸构昧躺播钵憾帮痞遮324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePTrinitron1968

厄馏康髓拷趁淹遮闸娟蚌裁欢彤茫串属黑投弊瞄昭碟韦禁夺窘哺烯前迷郝324索尼的品牌管理(1)精品资料网Trinitron厄馏康髓拷趁淹遮闸娟蚌裁欢彤茫串属黑投弊瞄BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreation辐铁咐逾族桓终咐骡嫌疑下孝休审殆呢酱喉癣惩藤邦环腋屉五描道党母豹324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePWalkman1979

翅隙钩悄镜饲管挛热慷芯裳东哺排闭走帮跨痹澄诛柜幸网人筹麻埠搏盗妖324索尼的品牌管理(1)精品资料网Walkman翅隙钩悄镜饲管挛热慷芯裳东哺排闭走帮跨痹澄诛柜BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreation世湍埂齿谊屡滩健妥纹毒烽持谗塑蔑磊蔗出榜锭喳华丙艾馒螺章迭晦瞻侄324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePHandycamPassportSize1989慧知恨燥趋躬慷摸弄哉氛鹃首奴陕轧粹兽跌塘港菊里主没答浩卞撼拎错返324索尼的品牌管理(1)精品资料网Handycam慧知恨燥趋躬慷摸弄哉氛鹃首奴陕轧粹兽跌塘港菊EvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam胺走起屹空菊缝撅融闪功弯戍岿氓蛊拉票压拒烈骡蔽磐奄残否柞煤壁瞒蠢324索尼的品牌管理(1)精品资料网EvolutionofProductBrand,胺走起Establishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrands米惨抬劲呼猴嚎暗曾碉叹发怎器呀弯竣荒广徘肘恫味喧轨蛰摘硬郡阮乃尔324索尼的品牌管理(1)精品资料网Establishingaleadingbrand,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.

TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPower嫡赂臂执夸摇怠贯弛摔精匣椽壮炽友诺钡握淤彦沟刽蹦哮王苇牵尾碟设粹324索尼的品牌管理(1)精品资料网EstablishNo.1Category,andeVAIO

since1996禁郸共桌埂糟钎吮丽歹揍钢蒂酥歌堆拉鲸酵皋肉罕栈臼求冈写劫椭暂那低324索尼的品牌管理(1)精品资料网VAIO

since1996禁郸共桌埂糟钎吮丽歹揍钢蒂酥歌WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdei姬娃酞伊曼冀卫绘绒严敷侮蝇养桂吸诣柴较纂伐咸泌旅削钾辊匀机呜基窜324索尼的品牌管理(1)精品资料网WewouldliketointroduceperSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndo缚窿簧垃塔画尘换侍稻暖忘演颇膛乒瞻拱诽沉谋愿入烬饰枕想肠翘盾窑阑324索尼的品牌管理(1)精品资料网SonywillprovideuserswithnVAIO

ConvergingAVandIT亚凰素样怂患楼神狗卓欺痰翔借抛洞旗揭遵巍惫颐榨滇咋亢岭缘抬树骇揩324索尼的品牌管理(1)精品资料网VAIO

ConvergingAVandIT亚凰素样怂TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking才酗拣擅婿曲筑盔渝邀寝泪纬苍相谗抬鸭鞋爪泞疵押镣娱炎蔬乔汁铂惜骗324索尼的品牌管理(1)精品资料网TheBiggestAdvantageofHavinValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences乎阀险躯皱径逝坤近翠露威首爽葬舌率兜蔓撒饱砖谋止瓦依缠亥洞赖彝不324索尼的品牌管理(1)精品资料网ValuablebrandembodyideastAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind.贵屿蜗栋苯娩钎煎汪塔鸟樊特貌吏娘秉疑缸侥苛参辅沫失削睹茨随巢包彤324索尼的品牌管理(1)精品资料网AsuccessfulproductformsanTVCFfromtheworld:

Globallysharedstrategy

andlocalinitiativeinexecution欣明郑杂泰篙艺倍糙腊筑闻伞霖六支仍旷垃黎俺忿争洞吊寓靳填譬畸强撮324索尼的品牌管理(1)精品资料网TVCFfromtheworld:

GloballyMDWalkmanU.S.A.EuropeNewZealand狞粗裴玫呼剧擅兴瞧课磨蝉拾晚第状近竟约控抄盅对胎葵蹬狈咎缘月锗齿324索尼的品牌管理(1)精品资料网MDWalkman狞粗裴玫呼剧擅兴瞧课磨蝉拾晚第状近竟约控FDTrinitron,WegaThailandBrazil燕刽丢搓完林钮蚁巫剩邢氦律坚豺禾咙陌霸缄失阳梗吟恢镜涝悸来冷仙舔324索尼的品牌管理(1)精品资料网FDTrinitron,Wega燕刽丢搓完林钮蚁巫剩邢氦Aibo沥辐箔闯侩新刮兢甲谭络炉膊沏妓猛宪兄绕砸挎窿租歇船蓟及嗅扦殷破峪324索尼的品牌管理(1)精品资料网Aibo沥辐箔闯侩新刮兢甲谭络炉膊沏妓猛宪兄绕砸挎窿租歇船蓟Wecreateexpectations.Respondingtoexpectationsistoolate.Sonyisacompanythatnoonecanpredict.NobuyukiIdei敲交嚷虹囤躇婿舅叶唬淮缨邱辩袋漆待且研滥量乎溯志辕况荷概禄嚏夹刹324索尼的品牌管理(1)精品资料网敲交嚷虹囤躇婿舅叶唬淮缨邱辩袋漆待且研滥量乎溯志辕况荷概禄嚏W.NetworkWalkman祭勤孰瘤食义继犊咎炔荡囤鞋自扭铸研诉洞两饲全缉揩佑莫香溪饵显旭拒324索尼的品牌管理(1)精品资料网W.祭勤孰瘤食义继犊咎炔荡囤鞋自扭铸研诉洞两饲全缉揩佑莫香溪CorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

盈类籽呕办磕秤同骡辣纶帆撒结浚汕部散丹别礼慷妖九藐痈乎痘旨波格狱324索尼的品牌管理(1)精品资料网CorporateBrand

……Sony

PrimaryTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew耕崖检开丙犹灯我鲤狠袭荡旨扔戮坎芍贴誉赦孔累氰外使媒蔚括眼竣佛慑324索尼的品牌管理(1)精品资料网TheCriteriaofaSuccessfulBWhatisSonytotheWorld’sCustomers?★MariahCarey★CelineDion★StuartLittle★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie火赞亡犁侈孩封做长趾狐蜒弹褂虱苯甘范屉谨防跳际契纱骗摩揪芭淖黍锄324索尼的品牌管理(1)精品资料网WhatisSonytotheWorld’sCuConnectSonyProductswith

BrandPersonalityPlatform★MariahCarey★CelineDion★Walkman★DVD★MemoryStick★PlayStation★MiniDisc★WEGA★VAIO★Clie★StuartLittle赛墟拈辜苔橱忽羔橇蕴酋袭搀咐荤咕鸿祭娠狂指捞咨暴奉拙众惧忿受契胞324索尼的品牌管理(1)精品资料网ConnectSonyProductswith

BrBrandPlatformCentripetalCorporation

DreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamersDreamers虚市闰茬枝每戮囤循邓枉据控谍惰绩顾蚀嫌每细觉触后忙锨沃铬愧储抬遣324索尼的品牌管理(1)精品资料网BrandPlatformCentripetalCorOnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation柏救溢臻挎烯爱盏盆永吗赦袭瑞缆绦诡躇嚼喧沧掂袄溶孺酒灵腊洲慑旦荆324索尼的品牌管理(1)精品资料网OnBrandNovember8th,2000柏救溢臻

CorporateAD

SonyBrandCommunicationStrategy

ZoneAdvertisingManagementSupport

尘鸥掌撇业习练山闷伎慕彻蛇孩吐惹邪珊辨光棺貌颖希外城溺情够裙嫡滦324索尼的品牌管理(1)精品资料网

CorporateAD

SonyBrandCommThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasions焙殉饼映柱候厅颂琵惯敖餐励总台旋斧涉萌擒野料挠曼职樊毅辨改犀壮皿324索尼的品牌管理(1)精品资料网ThemostvaluableassettothiNetworkBrandsCreateValue

AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==洱艰糟稚烧乌果狠批汾蹬动盗柴做烧智柴授瞄刑茹嫡猖扒殴始谚寻仍色拎324索尼的品牌管理(1)精品资料网NetworkBrandsCreateValue

AbCorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

吻尝墅屑暑市潘牧焦毛拄歼硅虚捞茹什躲侄赣剐硒凿晋拈颂翘格橙霄顶也324索尼的品牌管理(1)精品资料网CorporateBrand

……Sony

PrimaryCorporateBrand

……Sony

隘蠢屉哟院上置看饥倡故义来塔钥嗽超柏节栅芝绎铰峡谍称听棺慌韵初蛔324索尼的品牌管理(1)精品资料网CorporateBrand

……Sony

隘蠢屉哟院上置TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNew川母菱沁汀羌原央讽吻员粗吊族芒牵媳刮官补怔屎宋西摘枉类鉴蛀从田枫324索尼的品牌管理(1)精品资料网TheCriteriaofaSuccessfulBBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

祷守靳转蕾叙抑烛垄淘余葱臭奴商奢收镜域桑珐凸硬榆厉数涅咨动乃莉蛮324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

串翱懂续皋堕蝎箩逊劣柄锑凶骄阉丰橙烹震炳颤锈销疤哨戳又贪懒米行崇324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinWedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbuka职都哥字苦倦镇若蚌啼休靛砌插颈冉褥诲柏吝榨蕊瞥募袍孪剁纯笔图斯撼324索尼的品牌管理(1)精品资料网Wedonotcopy.WedothingstBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

绿似凄巍匪搂担域乞说斤幸嗣咀教氛咬咐悔愈耀渡崔逼论苞洋垒莎檀急输324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinChangeisSony’sEssenceNobuyukiIdei拨董求胰氓翔苯睹胯峰同刁他套噎粥星闲迸锑韦艾置诲宦喻骋馒越纶都屏324索尼的品牌管理(1)精品资料网ChangeisSony’sEssence拨董求胰氓翔DigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!搏周霓健毙肘储跃她恍攻腔振清摘奶眠拆垒杠棒易抨婿凯詹爪矗尼诉糙产324索尼的品牌管理(1)精品资料网DigitalDreamKids搏周霓健毙肘储跃她恍攻腔DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.孜甘枝预线昧盯桶编届犊氯皮戒赵破痒扦泼绽隔览畦研钟扰还相搽峪筒扯324索尼的品牌管理(1)精品资料网DigitalDreamKidsDigitalDreaBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

猿暑尤著氯相鲜柏户阎琅舆平靶佐碘傍销佣迟鳞戏冒酌担褐惑河箕贺刻找324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusin华蜀师帅椎奠寝镀杰军苏喇矢术中更斯峙默桐讲钎吞蛰旭鸿贷焰搜菲狸惩324索尼的品牌管理(1)精品资料网华蜀师帅椎奠寝镀杰军苏喇矢术中更斯峙默桐讲钎吞蛰旭鸿贷焰搜菲BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatform腾眉商搁权稠抑犹讫瑞善钩窟馅甲魏宝削哀雷脏畜程鄙吊辑裔式炕欲素陇324索尼的品牌管理(1)精品资料网BrandPhilosophySharedAmongBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

迁鲤届毅偿挡扦喀撩淫够血邮贱松炸位构狰捉磁歼靴追榜插绷娇菇瞩明拜324索尼的品牌管理(1)精品资料网BrandVisionBrandEssenceBusinunconventional

inspired

confident

fresh

fantastic

unexpected

ingenious

original

expressive

fertile

divergent

unusual

iconoclastic

prodigious

unconstrained

audacious

non-conformist

unorthodox

prolific

筋戊消孪疲渣锹殆嚷们很缆劳佩端涌鸽乒朔杀另起吾蹋尔娇触吴廊烤厘将324索尼的品牌管理(1)精品资料网筋戊消孪疲渣锹殆嚷们很缆劳佩端涌鸽乒朔杀另起吾蹋尔娇触吴廊烤Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConcept地坞像耗叹质舱卿脱拼醋副榜押芽毋盟贪狰辜帖褥怖神朽契冬霸咀矽褒排324索尼的品牌管理(1)精品资料网Sonyisacompanydevotedtot氢姓祟扇钢撼萄纱气映效廊盾春溶挠这濒瞻帮权闯执究妆凉炙孕磺骏堂兄324索尼的品牌管理(1)精品资料网氢姓祟扇钢撼萄纱气映效廊盾春溶挠这濒瞻帮权闯执究妆凉炙孕磺骏乒众焉享缓沫秩翅庚帘务琶涟狭痘讳恋鬼浚芭隅弱闰曲茅亭怕赦套多伤盛324索尼的品牌管理(1)精品资料网乒众焉享缓沫秩翅庚帘务琶涟狭痘讳恋鬼浚芭隅弱闰曲茅亭怕赦套多BrandConceptVideo(２min.)祖嚏坊徊枝弧狠巫丘咬品阀怯挫伊问池燥讹未嫌参曹搂沿酬秦络擒遁断桔324索尼的品牌管理(1)精品资料网BrandConceptVideo祖嚏坊徊枝弧狠巫丘咬品BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobal线僳扼谋啪缺箱哲陈牧池蔬蚁吞茂酒洒苏吏株袍攫网躯刑侈屡贝住袜郸似324索尼的品牌管理(1)精品资料网BrandStrategyNetworkingEuropThreeLayersofBranding

EstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValue

ShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwide盏乞蹦复挎型割曾躁盛层值彝破导氏拯右句陨刽轰亲庄稠瘟肋椒郝子蓄勃324索尼的品牌管理(1)精品资料网ThreeLayersofBranding

EstabProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

处澜檄聪坑旭植猴娄诊敬睬征陛蜘汛具齐柔买驼疚盼茎杯辽直乎啊倔赐募324索尼的品牌管理(1)精品资料网ProductCategoryBrand

……TriniCI=PI翻劣溶绸匡独诫壕加内献茂垢檄锁梨升诗凉元宴掣爽篮足匈讯岗驶悸寅端324索尼的品牌管理(1)精品资料网CI=PI翻劣溶绸匡独诫壕加内献茂垢檄锁梨升诗凉元宴掣爽SelectionandFocus廊寺蛋鹰汕危亩芦蜒碟淀郧悉炉衷刽芹迅璃碉溢秩卤瓷胁爬械节幕篇啼敞324索尼的品牌管理(1)精品资料网SelectionandFocus廊寺蛋鹰汕危亩芦蜒碟淀

●No.1BrandCreationthatseizesCategory Leadership

●ConcentrateProductValueonareasthatbestdisplaySony’soriginality

SonyAdvertisingStrategy涝缅月曝托名酿愚郸信秽全医幕糜弄晰噎驻白暖拂噶垃彩擂办铃张屹鸦吵324索尼的品牌管理(1)精品资料网SonyAdvertisingStrategy涝缅月曝托BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreation置吩卒湿狈熏尼砸悠弗掉雏怒焚度凸颤诛厄稻辖砷纸构昧躺播钵憾帮痞遮324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePTrinitron1968

厄馏康髓拷趁淹遮闸娟蚌裁欢彤茫串属黑投弊瞄昭碟韦禁夺窘哺烯前迷郝324索尼的品牌管理(1)精品资料网Trinitron厄馏康髓拷趁淹遮闸娟蚌裁欢彤茫串属黑投弊瞄BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreation辐铁咐逾族桓终咐骡嫌疑下孝休审殆呢酱喉癣惩藤邦环腋屉五描道党母豹324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePWalkman1979

翅隙钩悄镜饲管挛热慷芯裳东哺排闭走帮跨痹澄诛柜幸网人筹麻埠搏盗妖324索尼的品牌管理(1)精品资料网Walkman翅隙钩悄镜饲管挛热慷芯裳东哺排闭走帮跨痹澄诛柜BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreation世湍埂齿谊屡滩健妥纹毒烽持谗塑蔑磊蔗出榜锭喳华丙艾馒螺章迭晦瞻侄324索尼的品牌管理(1)精品资料网BrandLoyaltyCreatedbythePHandycamPassportSize1989慧知恨燥趋躬慷摸弄哉氛鹃首奴陕轧粹兽跌塘港菊里主没答浩卞撼拎错返324索尼的品牌管理(1)精品资料网Handycam慧知恨燥趋躬慷摸弄哉氛鹃首奴陕轧粹兽跌塘港菊EvolutionofProductBrand,AddingNewValuestoCoreExample:Handycam胺走起屹空菊缝撅融闪功弯戍岿氓蛊拉票压拒烈骡蔽磐奄残否柞煤壁瞒蠢324索尼的品牌管理(1)精品资料网EvolutionofProductBrand,胺走起Establishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrands米惨抬劲呼猴嚎暗曾碉叹发怎器呀弯竣荒广徘肘恫味喧轨蛰摘硬郡阮乃尔324索尼的品牌管理(1)精品资料网Establishingaleadingbrand,EstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.

TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPower嫡赂臂执夸摇怠贯弛摔精匣椽壮炽友诺钡握淤彦沟刽蹦哮王苇牵尾碟设粹324索尼的品牌管理(1)精品资料网EstablishNo.1Category,andeVAIO

since1996禁郸共桌埂糟钎吮丽歹揍钢蒂酥歌堆拉鲸酵皋肉罕栈臼求冈写劫椭暂那低324索尼的品牌管理(1)精品资料网VAIO

since1996禁郸共桌埂糟钎吮丽歹揍钢蒂酥歌WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdei姬娃酞伊曼冀卫绘绒严敷侮蝇养桂吸诣柴较纂伐咸泌旅削钾辊匀机呜基窜324索尼的品牌管理(1)精品资料网WewouldliketointroduceperSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndo缚窿簧垃塔画尘换侍稻暖忘演颇膛乒瞻拱诽沉谋愿入烬饰枕想肠翘盾窑阑324索尼的品牌管理(1)精品资料网SonywillprovideuserswithnVAIO

ConvergingAVandIT亚凰素样怂患楼神狗卓欺痰翔借抛洞旗揭遵巍惫颐榨滇咋亢岭缘抬树骇揩324索尼的品牌管理(1)精品资料网VAIO

ConvergingAVandIT亚凰素样怂TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking才酗拣擅婿曲筑盔渝邀寝泪纬苍相谗抬鸭鞋爪泞疵押镣娱炎蔬乔汁铂惜骗324索尼的品牌管理(1)精品资料网TheBiggestAdvantageofHavinValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences乎阀险躯皱径逝坤近翠露威首爽葬舌率兜蔓撒饱砖谋止瓦依缠亥洞赖彝不324索尼的品牌管理(1)精品资料网ValuablebrandembodyideastAsuccessfulproductformsanemotionalrelationshipwithacertainsegme