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OnBrandSonyBrandCommunicationStrategyZoneAdvertisingManagementSupportThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare•-Increasesefficiencyofcommunicationsspending•-Facilitatescross-selling/up-selling•-ReducescostsofnewproductintroductionsIncreasesMargins•-Establishescompetitivedifferentiation•-Sustainscompetitiveadvantage•-Engenderstrust--endorsestheproduct•-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.Brandswhichencompass,endorseandorganizemultipleproducts/servicesCorporateBrand……SonyTheCriteriaofaSuccessfulBrand:•UnchangingBrandEssence•ContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore”BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”BrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandVision“WhatWeWillBe”SonyDreamWorld,PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamisamotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon-conformistunorthodoxprolificSonyisacompanydevotedtothecelebrationoflife.Wecreatethingsforeverykindofimagination.Productsthatstimulatethesensesandrefreshthespirit.Ideasthatalwayssurprise,andneverdisappoint.Innovationsthatareeasytolove,andeffortlesstouse.Thingsthatarenotessential,buthardtolivewithout.Wearenotheretobelogical.Orpredictable.We’reheretopursueinfinitepossibilities.Weallowthebrightestmindstointeractfreely,sotheunexpectedcanemerge.Weinvitenewthinking,soevenmorefantasticideascanevolve.Creativityisouressence.Wetakechances.Weexceedexpectations.Wehelpdreamersdream.SonyBrandConceptBrandConceptVideo(２min.)BrandStrategyNetworkingEuropeUSAJapanGulfAsiaLatinGlobalThreeLayersofBrandingEstablishingValueAddedMarketingClarifyingBrandPersonalityandBrandPhilosophyBrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo.1ShareGlobalRegional(ProductOrientedAd)BrandingWorldwideProductCategoryBrand……Trinitron,Walkman,Vaioetc.CI=PISelectionandFocus●No.1BrandCreationthatseizesCategoryLeadership●ConcentrateProductValueonareasthatbestdisplaySony’soriginalitySonyAdvertisingStrategyBrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronSonyBrandPowerNewBusinessCreationTrinitron1968BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanSonyBrandPowerNewBusinessCreationWalkman1979BrandLoyaltyCreatedbythePoweroftheLeadingBrandsTrinitronWalkmanHandycamSonyBrandPowerNewBusinessCreationHandycamPassportSize1989EvolutionofProductBrand,AddingNewValuestoCoreExample:HandycamEstablishingaleadingbrand,andcreateanewbusinessarenaTrinitronWalkmanHandycamSonyBrandPowerBrandLoyaltyCreatedbythePoweroftheLeadingBrandsEstablishNo.1Category,andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork.TrinitronWalkmanHandycamWEGA1998VAIO1999SonyBrandPowerVAIOsince1996WewouldliketointroducepersonalcomputersthathaveaSony-likeentertainmentquality.NobuyukiIdeiSonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO.Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions.KunitakeAndoVAIOConvergingAVandITTheBiggestAdvantageofHavingaStrongBrandisRuleBreakingValuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiencesAsuccessfulproductformsanemotionalrelationshipwithacertainsegment/generationofpeoplethroughcollaborativelycreating,shapingandsharingexperience.Andsuchrelationshipresultsinastrong“brandloyalty”withinthepeople’smind.TVCFfromtheworld:GloballysharedstrategyandlocalinitiativeinexecutionMDWalkmanU.S.A.E