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

at this year’s Entrance Day as well as at many other occasions

Network Brands Create ValueAbove the Line and Below It

Increases Sales and

Share

Increases Sales and

Share

• -Increases efficiency of communications spending

• -Facilitates cross-selling/up-selling

• -Reduces costs of new product introductions

Increases Margins

Increases Margins

• -Establishes competitive differentiation

• -Sustains competitive advantage

• -Engenders trust -- endorses the product

• -Leads to greater loyalty -- makes an emotional connection

Higher Avg. Selling Prices

Reduces Costs

Increased Market

Capitalize-tion

Increased Market

Capitalize-tion

=

=

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 Vision

“What We Will Be”

Brand Essence

“The Core”

Business Platform

“What We Do”

Brand Concept

Brand Positioning

“What We Say”

Brand Vision

“What We Will Be”

Brand Essence

“The Core”Dream is

a mother of innovation.

Business Platform

“What We Do”

Brand Concept

Brand Positioning

“What We Say”

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

Masaru Ibuka

Brand Vision

“What We Will Be”

Brand Essence

“The Core”Dream is

a mother of innovation.

Business Platform

“What We Do”Digital Dream Kids

Brand Concept

Brand Positioning

“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!

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.

Brand Vision

“What We Will Be”

Sony Dream World,Platform of Personal

Enjoyment

Brand Essence

“The Core”Dream is

a mother of innovation.

Business Platform

“What We Do”Digital Dream Kids

Brand Concept

Brand Positioning

“What We Say”

Brand Philosophy Shared Among All of Sony

IT(Electronics)

AV(Electronics) Pictures

MusicGames

Network Services

FinanceB&

PBrand Brand

PhilosophPhilosophyy

Global : Enhance a Common Platform

Brand Vision

“What We Will Be”

Sony Dream World,Platform of Personal

Enjoyment

Brand Essence

“The Core”Dream is

a mother of innovation.

Business Platform

“What We Do”Digital Dream Kids

Brand Concept

Brand Positioning

“What We Say”

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

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 ConceptSony Brand Concept

Brand Concept Video

( ２ min.)

Brand Strategy Networking

EuropEuropee

USAUSAJapanJapan

GulfGulf

AsiaAsia

LatinLatin

GlobalGlobal

Three Layers of BrandingEstablishing Value Added Marketing

Clarifying Brand Personality and Brand Philosophy

Branding Marketing Enhancing Brand

Value Share Marketing Earn Category No.1 Share

GlobalGlobal

RegionalRegional(Product Oriented Ad)

Branding Worldwide

Product Category Brand……Trinitron, Walkman, Vaio etc.

CI = PI

Selection and Focus

●No.1 Brand Creation that seizes Category Leadership

●Concentrate Product Value on areas that best display Sony’s originality 　　　　　　　　　

　　

Sony Advertising Strategy

Brand Loyalty Created by the Power of the Leading Brands

Trinitron

Sony Brand Power

New Business Creation

Trinitron

1968

Brand Loyalty Created by the Power of the Leading Brands

Trinitron

Walkman

Sony Brand Power

New Business Creation

Walkman

1979

Brand Loyalty Created by the Power of the Leading Brands

Trinitron

Walkman

Handycam

Sony Brand Power

New Business Creation

Handycam

Passport Size 1989

Evolution of Product Brand,

Adding New Values to Core

Example: Handycam

Establishing a leading brand, and create a new business arena

Trinitron

Walkman

Handycam

Sony Brand Power

Brand Loyalty Created by the Power of the Leading Brands

Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network.

Trinitron

Walkman

Handycam

WEGA

1998 VAIO1999

Sony Brand Power

VAIOsince 1996

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

Nobuyuki Idei

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

VAIOConverging AV and IT

The Biggest Advantage of Having a Strong Brand is

Rule Breaking

Valuable brand embody ideas that relate to consumer lifestyles or

experiences

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.

TVCF from the world:Globally shared strategy

and local initiative in execution

MD Walkman

U.S.A.

Europe

New Zealand

FD Trinitron, Wega

Thailand

Brazil

Aibo

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

Nobuyuki Idei

W.

Network Walkman

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

The Criteria of a Successful Brand:

•Unchanging Brand Essence

•Continue to Create Something New

What is Sony to the World’s Customers?

★Mariah Carey

★Celine Dion

★Stuart Little

★Walkman

★DVD★Memory Stick

★PlayStation

★MiniDisc

★WEGA

★VAIO

★Clie

Connect Sony Products with Brand Personality Platform

★Mariah Carey

★Celine Dion

★Walkman

★DVD★Memory Stick

★PlayStation

★MiniDisc

★WEGA

★VAIO

★Clie

★Stuart Little

Brand Platform Centripetal Corporation

Dreamers

DreamersDreamers

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