324索尼的品牌管理-免費閱讀
【正文】 Corporate ADOn BrandNovember 8th, 2023Maki KumagaiCorporate AD, Sony Corporation Corporate ADCorporate ADSony Brand Communication Strategy Zone Advertising Management Support Corporate ADThe most valuable asset to this pany 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 ADNetwork Brands Create ValueAbove the Line and Below ItIncreases Sales and Share? Increases efficiency of munications spending? Facilitates crossselling/upselling? Reduces costs of new product introductionsIncreases Margins? Establishes petitive differentiation? Sustains petitive advantage? Engenders trust endorses the product? Leads to greater loyalty makes an emotional connectionHigher Avg. Selling PricesReduces CostsIncreased Market Capitalizetion== Corporate ADCorporate Brand……SonyPrimary brand which drives a plete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which enpass, endorse and anize multiple products/services Corporate ADCorporate Brand……Sony Corporate ADThe Criteria of a Successful Brand:?Unchanging Brand Essence?Continue to Create Something New Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Business Platform“What We Do”Brand ConceptBrand Positioning “What We Say” Corporate ADBrand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innovation. Business Platform“What We Do”Brand ConceptBr
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