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Corporate ADSony 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　 expressive　 fertile　 divergent　 unusual　 iconoclastic　 prodigious　 unconstrained　 audacious　 non-conformist　 unorthodox　 prolific　 Sony is a company devoted to the celebration of life. We create things for every kind of imagination. Products that stimulate the senses and refresh the spirit. Ideas that always surprise, and never disappoint. Innovations that are easy to love, and effortless to use. Things that are not essential, but hard to live without. We are not here to be logical. Or predictable. We’re here to pursue infinite possibilities. We allow the brightest minds to interact freely, so the unexpected can emerge. We invite new thinking, so even more fantastic ideas can evolve. Creativity is our essence. We take chances. We exceed expectations. We help dreamers dream. 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 What is Sony to the World’s Customers? Connect Sony Products with Brand Personality Platform Brand Platform Centripetal Corporation These are two key points that Sony Ad Managesr have in his or her mind when making ads. ●No.1 Brand Creation that seizes Category Leadership●Concentrate Product Value on areas that best display Sony’s originality 　　　　　　　　　 　　　ex.)　 World’s smallest MD=“Hidde