CorporateAD 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” Dreamis “WhatWeDo”BrandConceptBrandPositioning “WhatWeSay” “WhatWeWillBe”BrandEssence “TheCore” Dreamis “WhatWeDo” DigitalDreamKidsBrandConceptBrandPositioning “WhatWeSay”ChangeisSony’sEssenceNobuyukiIdei
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