文档介绍：On Brand
November 8th, 2000
Maki Kumagai
Corporate AD, Sony Corporation
天马行空官方博客:http://t./tmxk_docin ;QQ:1318241189;QQ群:175569632
Corporate AD Sony munication Strategy Zone Advertising Management Support
The most valuable asset to pany is not its buildings, land, or even its employee. Our most valuable asset is the four letters “SONY”.
Norio Ohga
at this year’s Entrance Day as well as at many other occasions
Network Brands Create Value Above the Line and Below It
Increases Sales and Share
-Increases efficiency munications spending
-Facilitates cross-selling/up-selling
-Reduces costs of new product introductions
Increases Margins
-petitive differentiation
-petitive advantage
-Engenders trust -- endorses the product
-Leads to greater loyalty -- makes an emotional connection
Higher Avg. Selling Prices
Reduces Costs
Increased Market Capitalize-tion
=
=
Corporate Brand ……Sony Primary brand which drives plete brand portfolio. Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which pass, endorse anize multiple products/services
The Criteria of a essful Brand:
Unchanging Brand Essence
Continue to Create Something New
Brand Vision
“What We Will Be”
Brand Essence
“The Core”
Business Platform
“What We Do”
Brand Concept
Brand Positioning
“What We Say”
Brand Vision
“What We Will Be”
Brand Essence
“The Core” Dream is a mother of innovation.
Business Platform
“What We Do”
Brand Concept
Brand Positioning
“What We Say”
We do not copy. We do things that no one else has done.
Masaru Ibuka