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On Brand
Sony Brand Communication Strategy
Zone Advertising Management Support
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
Network Brands Create ValueAbove the Line and Below It
Increases Sales and
Share
Increases Sales and
Share
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling
• -Reduces costs of new product introductions
Increases Margins
Increases Margins
• -Establishes competitive differentiation
• -Sustains competitive advantage
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
Higher Avg. Selling Prices
Reduces Costs
Increased Market
Capitalize-tion
Increased Market
Capitalize-tion
=
=
Corporate Brand……Sony
Primary brand which drives a complete brand portfolio.
Product Category Brand……Trinitron, Walkman, Vaio etc.
Brands which encompass, endorse and organize multiple products/services
Corporate Brand……Sony
The Criteria of a Successful Brand:
•Unchanging Brand Essence
•Continue to Create Something New
Brand Vision
“What We Will Be”
Brand Essence
“The Core”
Business Platform
“What We Do”
Brand Concept
Brand Positioning
“What We Say”
Brand Vision
“What We Will Be”
Brand Essence
“The Core”Dream is
a mother of innovation.
Business Platform
“What We Do”
Brand Concept
Brand Positioning
“What We Say”
We do not copy. We do things that no one else has done.
Masaru Ibuka
Brand Vision
“What We Will Be”
Brand Essence
“The Core”Dream is
a mother of innovation.
Business Platform
“What We Do”Digital Dream Kids
Brand Concept
Brand Positioning
“What We Say”
Change is Sony’s Essence
Nobuyuki Idei
Digital Dream Kids
1996 ~
Digital Dream Kids are ourselves
In this Digital Era, we are a group of people mesmerized by new digital technologies, and continues dream and remain curious just as we were when we were kids!
Digital Dream Kids
1996 ~Digital Dreams Kids are our Customers
In this Digital Era, we continue creating products that satisfy the dreams of our customers worldwide, who are captivated by the potential of digital technology.
Brand Vision
“What We Will Be”
Sony Dream World,Platform of Personal
Enjoyment
Brand Essence
“The Core”Dream is
a mother of innovation.
Business Platform
“What We Do”Digital Dream Kids
Brand Concept
Brand Positioning
“What We Say”
Brand Philosophy Shared Among All of Sony
IT(Electronics)
AV(Electronics) Pictures
MusicGames
Network Services
FinanceB&
PBrand Brand
PhilosophPhilosophyy
Global : Enhance a Common Platform
Brand Vision
“What We Will Be”
Sony Dream World,Platform of Personal
Enjoyment
Brand Essence
“The Core”Dream is
a mother of innovation.
Business Platform
“What We Do”Digital Dream Kids
Brand Concept
Brand Positioning
“What We Say”
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.
Sony Brand ConceptSony Brand Concept
Brand Concept Video
( 2 min.)
Brand Strategy Networking
EuropEuropee
USAUSAJapanJapan
GulfGulf
AsiaAsia
LatinLatin
GlobalGlobal
Three Layers of BrandingEstablishing Value Added Marketing
Clarifying Brand Personality and Brand Philosophy
Branding Marketing Enhancing Brand
Value Share Marketing Earn Category No.1 Share
GlobalGlobal
RegionalRegional(Product Oriented Ad)
Branding Worldwide
Product Category Brand……Trinitron, Walkman, Vaio etc.
CI = PI
Selection and Focus
●No.1 Brand Creation that seizes Category Leadership
●Concentrate Product Value on areas that best display Sony’s originality
Sony Advertising Strategy
Brand Loyalty Created by the Power of the Leading Brands
Trinitron
Sony Brand Power
New Business Creation
Trinitron
1968
Brand Loyalty Created by the Power of the Leading Brands
Trinitron
Walkman
Sony Brand Power
New Business Creation
Walkman
1979
Brand Loyalty Created by the Power of the Leading Brands
Trinitron
Walkman
Handycam
Sony Brand Power
New Business Creation
Handycam
Passport Size 1989
Evolution of Product Brand,
Adding New Values to Core
Example: Handycam
Establishing a leading brand, and create a new business arena
Trinitron
Walkman
Handycam
Sony Brand Power
Brand Loyalty Created by the Power of the Leading Brands
Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.
Trinitron
Walkman
Handycam
WEGA
1998 VAIO1999
Sony Brand Power
VAIOsince 1996
We would like to introduce personal computers that have a Sony-like entertainment quality.
Nobuyuki Idei
Sony will provide users with new ways of designing their lifestyles through the introduction of VAIO. Our hope is to create new market by offering such lifestyle solutions.
Kunitake Ando
VAIOConverging AV and IT
The Biggest Advantage of Having a Strong Brand is
Rule Breaking
Valuable brand embody ideas that relate to consumer lifestyles or
experiences
A successful product forms an emotional relationship with a certain segment/generation of people through collaboratively creating, shaping and
sharing experience.
And such relationship results in a strong “brand loyalty” within the
people’s mind.
TVCF from the world:Globally shared strategy
and local initiative in execution
MD Walkman
U.S.A.
Europe
New Zealand
FD Trinitron, Wega
Thailand
Brazil
Aibo
We create expectations. Responding to expectations is too late. Sony is a company that no one can predict.
Nobuyuki Idei
W.
Network Walkman
Corporate Brand……Sony
Primary brand which drives a complete brand portfolio.
Product Category Brand……Trinitron, Walkman, Vaio etc.
Brands which encompass, endorse and organize multiple products/services
The Criteria of a Successful Brand:
•Unchanging Brand Essence
•Continue to Create Something New
What is Sony to the World’s Customers?
★Mariah Carey
★Celine Dion
★Stuart Little
★Walkman
★DVD★Memory Stick
★PlayStation
★MiniDisc
★WEGA
★VAIO
★Clie
Connect Sony Products with Brand Personality Platform
★Mariah Carey
★Celine Dion
★Walkman
★DVD★Memory Stick
★PlayStation
★MiniDisc
★WEGA
★VAIO
★Clie
★Stuart Little
Brand Platform Centripetal Corporation
Dreamers
DreamersDreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers
Dreamers