《索尼品牌策略》PPT課件.ppt
《《索尼品牌策略》PPT課件.ppt》由會(huì)員分享,可在線閱讀,更多相關(guān)《《索尼品牌策略》PPT課件.ppt(56頁(yè)珍藏版)》請(qǐng)?jiān)谘b配圖網(wǎng)上搜索。
OnBrand November8th 2000MakiKumagaiCorporateAD SonyCorporation 天馬行空官方博客 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 TVCFfromtheworld Globallysharedstrategyandlocalinitiativeinexecution MDWalkmanU S A EuropeNewZealand FDTrinitron WegaThailandBrazil Aibo Wecreateexpectations Respondingtoexpectationsistoolate Sonyisacompanythatnoonecanpredict NobuyukiIdei W NetworkWalkman CorporateBrand SonyPrimarybrandwhichdrivesacompletebrandportfolio ProductCategoryBrand Trinitron Walkman Vaioetc Brandswhichencompass endorseandorganizemultipleproducts services TheCriteriaofaSuccessfulBrand UnchangingBrandEssenceContinuetoCreateSomethingNew WhatisSonytotheWorld sCustomers MariahCarey CelineDion StuartLittle Walkman DVD MemoryStick PlayStation MiniDisc WEGA VAIO Clie ConnectSonyProductswithBrandPersonalityPlatform MariahCarey CelineDion Walkman DVD MemoryStick PlayStation MiniDisc WEGA VAIO Clie StuartLittle BrandPlatformCentripetalCorporation 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 Dreamers Dreamers Dreamers- 1.請(qǐng)仔細(xì)閱讀文檔,確保文檔完整性,對(duì)于不預(yù)覽、不比對(duì)內(nèi)容而直接下載帶來(lái)的問(wèn)題本站不予受理。
- 2.下載的文檔,不會(huì)出現(xiàn)我們的網(wǎng)址水印。
- 3、該文檔所得收入(下載+內(nèi)容+預(yù)覽)歸上傳者、原創(chuàng)作者;如果您是本文檔原作者,請(qǐng)點(diǎn)此認(rèn)領(lǐng)!既往收益都?xì)w您。
下載文檔到電腦,查找使用更方便
14.9 積分
下載 |
- 配套講稿:
如PPT文件的首頁(yè)顯示word圖標(biāo),表示該P(yáng)PT已包含配套word講稿。雙擊word圖標(biāo)可打開(kāi)word文檔。
- 特殊限制:
部分文檔作品中含有的國(guó)旗、國(guó)徽等圖片,僅作為作品整體效果示例展示,禁止商用。設(shè)計(jì)者僅對(duì)作品中獨(dú)創(chuàng)性部分享有著作權(quán)。
- 關(guān) 鍵 詞:
- 索尼品牌策略 索尼 品牌策略 PPT 課件
鏈接地址:http://www.hcyjhs8.com/p-7197600.html