索尼的品牌管理

索尼的品牌管理

CorporateAD

SonyBrandCommunicationStrategy

ZoneAdvertisingManagementSupport

Themostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCreateValue

AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaioetc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

CorporateBrand

……Sony

TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

unconventional

inspired

confident

fresh

fantastic

unexpected

ingenious

original

expressive

fertile

divergent

unusual

iconoclastic

prodigious

unconstrained

audacious

non-conformist

unorthodox

prolific

Sonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptBrandConceptVideo(２min.)BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalThreeLayersofBranding

EstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideProductCategoryBrand

……Trinitron,Walkman,Vaioetc.

CI=PISelectionandFocus

●No.1BrandCreationthatseizesCategory Leadership

●ConcentrateProductValueonareasthatbestdisplaySony’soriginality

SonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationTrinitron1968

Walkman1979

BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationHandycamPassportSize1989EvolutionofProductBrand,AddingNewValuestoCoreExle:HandycamEstablishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.

TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerVAIO

since1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind.TVCFfromtheworld:

Globallysharedstrategy