• -Sustains competitive advantage
Higher Avg. Selling Prices
• -Engenders trust -- endorses the product
• -Leads to greater loyalty -- makes an emotional connection
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
“The Core”
Dream is
a mother of innovation.
Brand Vision
“What We Will Be”
Sony Dream World, Platform of Personal
Business Platform “What We Do”
Brand Essence “The Core”
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
Brand Concept
Business Platform
Brand Essence
“What We Do”
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Will Be”
Brand Positioning “What We Say”
We do not copy. We do things that no one else has done.
Enjoyment
Brand Positioning “What We Say”
Brand Philosophy Shared Among All of Sony
Finance
Games
B&P
Brand
Philosophy
AV(Electronics)
IT(Electronics)
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.
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
On Brand
November 8th, 2000 Maki Kumagai
Corporate AD, Sony Corporation
Corporate AD Sony Brand Communication Strategy
Zone Advertising Management Support
at this year’s Entrance Day as well as at many other occasions
Network Brands Create Value Above the Line and Below It
• -Establishes competitive differentiation
Sales and =
Share
Increased Market Capitalize-
tion
Increases =
Margins
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 Concept
Masaru Ibuka
Brand Concept
Business Platform
Brand Essence
“What We Do”
Digital Dream Kids
“The Core”
Dream is
a mother of innovation.
Brand Vision “What We Wilg “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!
• -Increases efficiency of communications spending
• -Facilitates cross-selling/up-selling • -Reduces costs of new product
introductions
Reduces Costs
Increases