文档介绍：OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporationCorporateAD municationStrategy panyisnotitsbuildings,land,“SONY”.NorioOhgaatthisyear’workBrandsCreateValue AbovetheLineandBelowItIncreasesSalesandShare-municationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-petitivedifferentiation-petitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty---tion==CorporateBrand ……Sony Primarybrandwhichdrives acompletebrandportfolio. ProductCategoryBrand ……Trinitron,Walkman,Vaioetc. pass,anizemultipleproducts/servicesCorporateBrand ……essfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision “WhatWeWillBe”BrandEssence “TheCore”BusinessPlatform “WhatWeDo”BrandConceptBrandPositioning “WhatWeSay”BrandVision “WhatWeWillBe”BrandEssence “TheCore” Dreamis “WhatWeDo”BrandConceptBrandPositioning “WhatWeSay”