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On Brand

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

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On Brand

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  1. On Brand

  2. Sony Brand Communication Strategy Zone Advertising Management Support

  3. 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

  4. -Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions 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 connection Higher Avg. Selling Prices Increases Sales and Share Increased Market Capitalize-tion = Reduces Costs Increases Margins =

  5. Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaioetc.Brands which encompass, endorse and organize multiple products/services

  6. Corporate Brand……Sony

  7. The Criteria of a Successful Brand: • Unchanging Brand Essence • Continue to Create Something New

  8. Brand Concept Business Platform “What We Do” Brand Essence “The Core” Brand Vision “What We Will Be” Brand Positioning “What We Say”

  9. Brand Concept Business 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”

  10. We do not copy. We do things that no one else has done. Masaru Ibuka

  11. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Brand Positioning “What We Say”

  12. Change is Sony’s Essence Nobuyuki Idei

  13. 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!

  14. 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.

  15. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment Brand Positioning “What We Say”

  16. Brand Philosophy Shared Among All of Sony Games Music Finance B&P Brand Philosophy Network Services AV(Electronics) Pictures IT(Electronics) Global : Enhance a Common Platform

  17. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment Brand Positioning “What We Say”

  18. unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious non-conformist unorthodox prolific

  19. 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 Concept

  20. Brand Concept Video (２ min.)

  21. Brand Strategy Networking Asia Europe Global Japan USA Gulf Latin

  22. Global Regional (Product Oriented Ad) Branding Worldwide Three Layers of BrandingEstablishing Value Added Marketing Clarifying Brand Personality and Brand Philosophy Branding Marketing Enhancing Brand ValueShare Marketing Earn Category No.1 Share

  23. Product Category Brand……Trinitron, Walkman, Vaioetc.

  24. CI = PI

  25. Selection and Focus

  26. Sony Advertising Strategy ●No.1 Brand Creation that seizes Category Leadership●Concentrate Product Value on areas that best display Sony’s originality

  27. Brand Loyalty Created by the Power of the Leading Brands New Business Creation Trinitron Sony Brand Power

  28. Trinitron 1968

  29. Brand Loyalty Created by the Power of the Leading Brands New Business Creation Walkman Trinitron Sony Brand Power

  30. Walkman 1979

  31. Brand Loyalty Created by the Power of the Leading Brands New Business Creation Handycam Walkman Trinitron Sony Brand Power

  32. Handycam Passport Size 1989

  33. Evolution of Product Brand, Adding New Values to Core Example: Handycam

  34. Brand Loyalty Created by the Power of the Leading Brands Establishing a leading brand, and create a new business arena Handycam Walkman Trinitron Sony Brand Power

  35. 1999 1998 VAIO WEGA Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network. Handycam Walkman Trinitron Sony Brand Power

  36. VAIOsince 1996

  37. We would like to introduce personal computers that have a Sony-like entertainment quality. Nobuyuki Idei

  38. 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

  39. VAIOConverging AV and IT

  40. The Biggest Advantage of Having a Strong Brand is Rule Breaking

  41. Valuable brand embody ideas that relate to consumer lifestyles or experiences

  42. 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.

  43. TVCF from the world:Globally shared strategy and local initiative in execution

  44. MD Walkman U.S.A. Europe New Zealand

  45. FD Trinitron, Wega Thailand Brazil

  46. Aibo

  47. We create expectations. Responding to expectations is too late. Sony is a company that no one can predict. Nobuyuki Idei

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