324索尼的品牌管理(1)课件课件.pptxVIP

On BrandNovember 8th, 2000Maki KumagaiCorporate AD, Sony Corporation第一页，编辑于星期五：点 二十二分。Corporate ADSony Brand Communication Strategy Zone Advertising Management Support 第二页，编辑于星期五：点 二十二分。The most valuable asset to this company is not its buildings, land, or even its employee. Our most valuable asset is the four letters “SONY”.Norio Ohga at this year’s Entrance Day as well as at many other occasions第三页，编辑于星期五：点 二十二分。Network Brands Create ValueAbove the Line and Below It-Establishes competitive differentiation-Sustains competitive advantage-Engenders trust -- endorses the product-Leads to greater loyalty -- makes an emotional connectionHigher Avg. Selling PricesIncreases Sales and ShareIncreased Market Capitalize-tion=-Increases efficiency of communications spending-Facilitates cross-selling/up-selling-Reduces costs of new product introductionsReduces CostsIncreases Margins=第四页，编辑于星期五：点 二十二分。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第五页，编辑于星期五：点 二十二分。Corporate Brand……Sony第六页，编辑于星期五：点 二十二分。The Criteria of a Successful Brand:Unchanging Brand EssenceContinue to Create Something New第七页，编辑于星期五：点 二十二分。Brand ConceptBusiness Platform“What We Do”Brand Essence“The Core”Brand Vision“What We Will Be”Brand Positioning “What We Say” 第八页，编辑于星期五：点 二十二分。Brand ConceptBusiness Platform“What We Do”Brand Essence“The Core”Dream is a mother of innovation. Brand Vision“What We Will Be”Brand Positioning “What We Say” 第九页，编辑于星期五：点 二十二分。We do not copy. We do things that no one else has done.Masaru Ibuka第十页，编辑于星期五：点 二十二分。Brand ConceptBusiness Platform“What We Do”Digital Dream KidsBrand Essence“The Core”Dream is a mother of innovation. Brand Vision“What We Will Be”Brand Positioning “What We Say” 第十一页，编辑于星期五：点 二十二分。Change is Sony’s EssenceNobuyuki Idei第十二页，编辑于星期五：点 二十二分。Digital Dream Kids1996 ～Digital Dream Kids are ourselvesIn this Digital Era