sony品牌管理资料.pptVIP

Sony Brand Communication Strategy Zone Advertising Management Support  Network Brands Create ValueAbove the Line and Below It -Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/services unconventional　 inspired　 confident　 fresh　 fantastic　 unexpected　 ingenious　 original　 expres