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at this year’s Entrance Day as well as at many other occasions
2000.11.２ Corporate AD
Network Brands Create Value Above the Line and Below It
• • • -Establishes competitive differentiation -Sustains competitive advantage -Engenders trust -- endorses the product -Leads to greater loyalty -- makes an emotional connection
On Brand
November 8th, 2000 Maki Kumagai Corporate AD, Sony Corporation
2000.11.２ Corporate AD
Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support
2000.11.２ Corporate AD
Corporate Brand ……Sony
2000.11.２ Corporate AD
The Criteria of a Successful Brand: •Unchanging Brand Essence •Continue to Create Something New
2000.11.２ Corporate AD
We do not copy. We do things that no one else has done.
Masaru Ibuka
2000.11.２ Corporate AD
Brand Concept
Business Platform “What We Do”
2000.11.２ Corporate AD
Brand Concept
Brand Concept
Business Platform “What We Do”
Brand Essence “The Core”
Dream is a mother of innovation.
Brand Vision
Brand Positioning
“What We Will Be”
“What We Say”
2000.11.２ Corporate AD
Brand Concept
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision
Brand Positioning
“What We Will Be”
“What We Say”
2000.11.２ Corporate AD
Reduces Costs
Increases Margins
=
2000.11.２ Corporate AD
Corporate Brand ……Sony Primary brand which drives a complete brand portfolio.
Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize multiple products/services
2000.11.２ Corporate AD
Digital Dream Kids 1996 ～ Digital Dreams Kids are our Customers
In this Digital Era, we continue creating products that satisfy the dreams of our customers worldwide, who are captivated by the potential of digital technology.
Higher Avg. Selling Prices
Increases Sales and Share
=
Increased Market Capitalizetion
•
• • •
-Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions
2000.11.２ Corporate AD
The most valuable asset to this company is not its buildings, land, or even its employee. Our most valuable asset is the four letters “SONY”.
Digital Dream Kids
Brand Essence “The Core”
Dream is a mother of innovation.
Brand Vision
Brand Positioning
“What We Will Be”
“What We Say”
2000.11.２ Corporate AD
Change is Sony’s Essence Nobuyuki Idei
2000.11.２ Corporate AD
Digital Dream Kids
1996 ～
Digital DreBaidu Nhomakorabeam 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!
