1. On Brand

2. Sony Brand Communication Strategy Zone Advertising Management Support

3. 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

4. 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 = =

5. 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

6. Corporate Brand ……Sony

7. The Criteria of a Successful Brand: Unchanging Brand Essence Continue to Create Something New

8. Brand Vision “What We Will Be” Brand Essence “The Core” Business Platform “What We Do” Brand Concept Brand Positioning “What We Say”

9. 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”

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

11. 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”

12. Change is Sony’s Essence Nobuyuki Idei

13. 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!

14. 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.

15. 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”

17. 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

18. 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”

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

20. 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

23. Brand Concept Video ( ２ min.)

24. Brand Strategy Networking Europe USA Japan Gulf Asia Latin Global

25. 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

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

27. CI = PI

28. Selection and Focus

29. ● No.1 Brand Creation that seizes Category Leadership ● Concentrate Product Value on areas that best display Sony’s originality Sony Advertising Strategy

30. Brand Loyalty Created by the Power of the Leading Brands Trinitron Sony Brand Power New Business Creation

31. Trinitron 1968

32. Brand Loyalty Created by the Power of the Leading Brands Trinitron Walkman Sony Brand Power New Business Creation

33. Walkman 1979

34. Brand Loyalty Created by the Power of the Leading Brands Trinitron Walkman Handycam Sony Brand Power New Business Creation

35. Handycam Passport Size 1989

36. Evolution of Product Brand, Adding New Values to Core Example: Handycam

37. 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

38. 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

39. VAIO since 1996

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

41. 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

42. VAIO Converging AV and IT

43. The Biggest Advantage of Having a Strong Brand is Rule Breaking

44. Valuable brand embody ideas that relate to consumer lifestyles or experiences

45. 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.

46. TVCF from the world: Globally shared strategy and local initiative in execution

47. MD Walkman U.S.A. Europe New Zealand

48. FD Trinitron, Wega Thailand Brazil

49. Aibo

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

51. W. Network Walkman

52. 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

53. The Criteria of a Successful Brand: Unchanging Brand Essence Continue to Create Something New

54. What is Sony to the World’s Customers? ★ Mariah Carey ★ Celine Dion ★ Stuart Little ★ Walkman ★ DVD ★ Memory Stick ★ PlayStation ★ MiniDisc ★ WEGA ★ VAIO ★ Clie

55. Connect Sony Products with Brand Personality Platform ★ Mariah Carey ★ Celine Dion ★ Walkman ★ DVD ★ Memory Stick ★ PlayStation ★ MiniDisc ★ WEGA ★ VAIO ★ Clie ★ Stuart Little

56. Brand Platform Centripetal Corporation Dreamers