索尼品牌策略.ppt

OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation天马行空官方博客:http://t./tmxk_docin;QQ:1318241189;QQ群:175569632CorporateADmunicationStrategypanyisnotitsbuildings,land,“SONY”.NorioOhgaatthisyear’workBrandsCreateValueAbovetheLineandBelowItIncreasesSalesandShare-municationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-petitivedifferentiation-petitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty---tion==CorporateBrand……SonyPrimarybrandwhichdrivesacompletebrandportfolio.ProductCategoryBrand……Trinitron,Walkman,Vaioetc.pass,anizemultipleproducts/servicesCorporateBrand……essfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore”BusinessPlatform“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”BrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamis“WhatWeDo”BrandConceptBrandPositioning“WhatWeSay”