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 Value Above the Line and Below It Increases Sales and Share -Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions 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 = =

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 Music Games Network Services Finance B&P Brand Philosophy 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 Concept

Brand Concept Video ( ２ min.)

Brand Strategy Networking Europe USA Japan Gulf Asia Latin Global

Three Layers of Branding Establishing Value Added Marketing Clarifying Brand Personality and Brand Philosophy Branding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 Share Global Regional (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 VAIO 1999 Sony Brand Power

VAIO since 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

VAIO Converging 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