索尼数码市场推广方案计划资料.pptVIP

SONY 19 February 2003 THE AGENDA Recap of the Brief Andrew Lee Consumer Insights Mr. Kong Branding Strategy Naveen Rao Creative Concepts Sam Chung Events Media Ella Poon Conclusion Andrew Lee THE BRIEF To strengthen Cyber-shot sub brand image in China market To increase Cyber-shot awareness AGENCY VIEWPOINT The brand image of Cyber-shot needs to encapsulate a clear brand essence that is the best marriage between what the product has to offer and the consumer insights In light of the key category communication trends In line with the contribution that the brand is making to the SONY meg