文档介绍：On Brand
Sony munication Strategy
Zone Advertising Management Support
The most valuable asset to pany is not its buildings, land, or even its employee3>. 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 efficiency munications spending
-Facilitates cross-selling/up-selling
-Reduces costs of new product introductions
Increases Sales and Share
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
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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
Corporate Brand ……Sony
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
Brand Vision
“What We Will Be”
Brand Essence
“The Core” Dream is a mother of innovation.
Business Platform
“What We Do” Digital Dream Kids
Brand Concept
Brand Positioning
“What We Say”
Change is Sony’s Essence
Nobuyuki Idei
Digital Dream Kids
1996 ~
Digital Dream Kids are ourselves
In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!
Digital Dream Kids
1996 ~
Digital Dreams Kids are our Customers
In