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【正文】 l 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. Corporate AD TVCF from the world: Globally shared strategy and local initiative in execution Corporate AD MD Walkman . Europe New Zealand Corporate AD FD Trinitron, Wega Thailand Brazil Corporate AD Aibo Corporate AD We create expectations. Responding to expectations is too late. Sony is a pany that no one can predict. Nobuyuki Idei Corporate AD W. Network Walkman Corporate AD Corporate Brand ……Sony Primary brand which drives a plete brand portfolio. Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which enpass, endorse and anize multiple products/services Corporate AD The Criteria of a Successful Brand: ?Unchanging Brand Essence ?Continue to Create Something New Corporate AD What is Sony to the World’s Customers? ★ Mariah Carey ★ Celine Dion ★ Stuart Little ★ Walkman ★ DVD ★ Memory Stick ★ PlayStation ★ MiniDisc ★ WEGA ★ VAIO ★ Clie Corporate AD Connect Sony Products with Brand Personality Platform ★ Mariah Carey ★ Celine Dion ★ Walkman ★ DVD ★ Memory Stick ★ PlayStation ★ MiniDisc ★ WEGA ★ VAIO ★ Clie ★ Stuart Little Corporate AD Brand Platform Centripetal Corporation 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 Dreamers Dreamers Dreamers
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