索尼公司品牌管理实务(英文版).pptx

;Corporate ADSony 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;;Corporate Brand……SonyPrimary 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;;;We do not copy. We do things that no one else has done. Masaru Ibuka;;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 ～ ;;;; 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.;;Brand Concept Video (２ min.);Brand Strategy Networking;Three Layers of BrandingEstablishing Va