資源描述：
《索尼的品牌管理.ppt》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在應(yīng)用文檔-天天文庫。
1、CorporateAD SonyBrandCommunicationStrategy ZoneAdvertisingManagementSupportThemostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCr
2、eateValue AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust
3、--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitaliza-tion==CorporateBrand ……SonyPrimarybrandwhichdrives acompletebrandportfolio.ProductCategoryBrand ……Trinitron,Walkman,Vaioetc.Brandswhichenco
4、mpass,endorseandorganizemultipleproducts/servicesCorporateBrand ……SonyTheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamis amotherofinnovation.BusinessPlatform“WhatWeDo”BrandConceptBrandPos
5、itioning“WhatWeSay”Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision“WhatWeWillBe”BrandEssence“TheCore”Dreamis amotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPositioning“WhatWeSay”ChangeisSony’sEssenceNobuyukiIdeiDigitalDr
6、eamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductstha
7、tsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision“WhatWeWillBe”SonyDreamWorld, PlatformofPersonalEnjoymentBrandEssence“TheCore”Dreamis amotherofinnovation.BusinessPlatform“WhatWeDo”DigitalDreamKidsBrandConceptBrandPos
8、itioning“WhatWeSay”BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkS
