OnBrand November8th 2000MakiKumagaiCorporateAD SonyCorporation CorporateADSonyBrandCommunicationStrategyZoneAdvertisingManagementSupport Themostvaluableassettothiscompanyisnotitsbuildings land orevenitsemployee Ourmostvaluableassetisthefourletters SONY NorioOhgaatthisyear sEntranceDayaswellasatmanyotheroccasions NetworkBrandsCreateValueAbovetheLineandBelowIt IncreasesSalesandShare Increasesefficiencyofcommunicationsspending Facilitatescross selling up selling Reducescostsofnewproductintroductions IncreasesMargins Establishescompetitivedifferentiation Sustainscompetitiveadvantage Engenderstrust endorsestheproduct Leadstogreaterloyalty makesanemotionalconnection HigherAvg SellingPrices ReducesCosts IncreasedMarketCapitalize tion CorporateBrand SonyPrimarybrandwhichdrivesacompletebrandportfolio ProductCategoryBrand Trinitron Walkman Vaioetc Brandswhichencompass endorseandorganizemultipleproducts services CorporateBrand Sony TheCriteriaofaSuccessfulBrand UnchangingBrandEssenceContinuetoCreateSomethingNew BrandVision WhatWeWillBe BrandEssence TheCore BusinessPlatform WhatWeDo BrandConcept BrandPositioning WhatWeSay BrandVision WhatWeWillBe BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo BrandConcept BrandPositioning WhatWeSay Wedonotcopy Wedothingsthatnooneelsehasdone MasaruIbuka BrandVision WhatWeWillBe BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo DigitalDreamKids BrandConcept BrandPositioning WhatWeSay ChangeisSony sEssenceNobuyukiIdei DigitalDreamKids1996 DigitalDreamKidsareourselvesInthisDigitalEra weareagroupofpeoplemesmerizedbynewdigitaltechnologies andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids DigitalDreamKids1996 DigitalDreamsKidsareourCustomersInthisDigitalEra wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide whoarecaptivatedbythepotentialofdigitaltechnology BrandVision WhatWeWillBe SonyDreamWorld PlatformofPersonalEnjoyment BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo DigitalDreamKids BrandConcept BrandPositioning WhatWeSay BrandPhilosophySharedAmongAllofSony IT Electronics AV Electronics Pictures Music Games NetworkServices Finance B P BrandPhilosophy Global EnhanceaCommonPlatform BrandVision WhatWeWillBe SonyDreamWorld PlatformofPersonalEnjoyment BrandEssence TheCore Dreamisamotherofinnovation BusinessPlatform WhatWeDo DigitalDreamKids BrandConcept BrandPositioning WhatWeSay unconventionalinspiredconfidentfreshfantasticunexpectedingeniousoriginalexpressivefertiledivergentunusualiconoclasticprodigiousunconstrainedaudaciousnon conformistunorthodoxprolific Sonyisacompanydevotedtothecelebrationoflife Wecreatethingsforeverykindofimagination Productsthatstimulatethesensesandrefreshthespirit Ideasthatalwayssurprise andneverdisappoint Innovationsthatareeasytolove andeffortlesstouse Thingsthatarenotessential buthardtolivewithout Wearenotheretobelogical Orpredictable We reheretopursueinfinitepossibilities Weallowthebrightestmindstointeractfreely sotheunexpectedcanemerge Weinvitenewthinking soevenmorefantasticideascanevolve Creativityisouressence Wetakechances Weexceedexpectations Wehelpdreamersdream SonyBrandConcept BrandConceptVideo min BrandStrategyNetworking Europe USA Japan Gulf Asia Latin Global ThreeLayersofBrandingEstablishingValueAddedMarketing ClarifyingBrandPersonalityandBrandPhilosophy BrandingMarketingEnhancingBrandValueShareMarketingEarnCategoryNo 1Share BrandingWorldwide ProductCategoryBrand Trinitron Walkman Vaioetc CI PI SelectionandFocus No 1BrandCreationthatseizesCategoryLeadership ConcentrateProductValueonareasthatbestdisplaySony soriginality SonyAdvertisingStrategy BrandLoyaltyCreatedbythePoweroftheLeadingBrands Trinitron SonyBrandPower NewBusinessCreation Trinitron1968 BrandLoyaltyCreatedbythePoweroftheLeadingBrands Trinitron Walkman SonyBrandPower NewBusinessCreation Walkman1979 BrandLoyaltyCreatedbythePoweroftheLeadingBrands Trinitron Walkman Handycam SonyBrandPower NewBusinessCreation HandycamPassportSize1989 EvolutionofProductBrand AddingNewValuestoCoreExample Handycam Establishingaleadingbrand andcreateanewbusinessarena Trinitron Walkman Handycam SonyBrandPower BrandLoyaltyCreatedbythePoweroftheLeadingBrands EstablishNo 1Category andenhancebrandsofcomputersandTVsthatwillbecomethecenterofHomeNetworkandPersonalNetwork Trinitron Walkman Handycam SonyBrandPower VAIOsince1996 WewouldliketointroducepersonalcomputersthathaveaSony likeentertainmentquality NobuyukiIdei SonywillprovideuserswithnewwaysofdesigningtheirlifestylesthroughtheintroductionofVAIO Ourhopeistocreatenewmarketbyofferingsuchlifestylesolutions KunitakeAndo VAIOConvergingAVandIT TheBiggestAdvantageofHavingaStrongBrandisRuleBreaking Valuablebrandembodyideasthatrelatetoconsumerlifestylesorexperiences Asuccessfulproductformsanemotionalrelationshipwithacertainsegment generationofpeoplethroughcollaborativelycreating shapingandsharingexperience Andsuchrelationshipresultsinastrong brandloyalty withinthepeople smind T