某品牌管理實務(wù)簡介(英文版)(參考版)
2025-02-07 05:33本頁面
【正文】 On BrandNovember 8th, 2023Maki KumagaiCorporate AD, Sony CorporationCorporate ADSony Brand Communication Strategy Zone Advertising Management Support The 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 occasionsNetwork 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 Brand……SonyPrimary brand which drives a plete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which enpass, endorse and anize multiple products/servicesCorporate Brand……SonyThe Criteria of a Successful Brand:?Unchanging Brand Essence?Continue to Create Something NewBrand Vision“What We Will Be”Brand Essence“The Core”Business Platform“What We Do”Brand ConceptBrand Positioning “What We Say” Brand Vision“What We Will Be”Brand Essence“The Core”Dream is a mother of innovation. Business Pl
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號-1