Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support

1. Corporate ADSony Brand Communication Strategy Zone Advertising Management Support

2. 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

3. Network Brands Create ValueAbove the Line and Below It • -Increases efficiency of communications spending • -Facilitates cross-selling/up-selling • -Reduces costs of new product introductions • -Establishes competitive differentiation • -Sustains competitive advantage • -Engenders trust -- endorses the product • -Leads to greater loyalty -- makes an emotional connection Higher Avg. Selling Prices Increases Sales and Share Increased Market Capitaliza-tion = Reduces Costs Increases Margins =

4. Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaioetc.Brands which encompass, endorse and organize multiple products/services

5. Corporate Brand……Sony

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

7. Brand Concept Business Platform “What We Do” Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Brand Positioning “What We Say”

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

9. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Brand Positioning “What We Say”

10. Change is Sony’s Essence Nobuyuki Idei

11. 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!

12. 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.

13. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment Brand Positioning “What We Say”

15. Brand Philosophy Shared Among All of Sony Games Music Finance B&P Brand Philosophy Network Services AV(Electronics) Pictures IT(Electronics) Global : Enhance a Common Platform

16. Brand Concept Business Platform “What We Do”Digital Dream Kids Brand Essence “The Core”Dream is a mother of innovation. Brand Vision “What We Will Be” Sony Dream World,Platform of Personal Enjoyment Brand Positioning “What We Say”

17. unconventional inspired confident fresh fantastic unexpected ingenious original expressive fertile divergent unusual iconoclastic prodigious unconstrained audacious

18. Sony Brand Concept 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.

20. Brand Concept Video

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

22. Global Regional (Product Oriented Ad) Branding Worldwide Three Layers of BrandingEstablishing Value Added Marketing Clarifying Brand Personality and Brand Philosophy Branding Marketing Enhancing Brand Value Share Marketing Earn Category No.1 Share

23. Product Category Brand……Trinitron, Walkman, Vaioetc.

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

25. Trinitron 1968

26. Walkman 1979

27. Handycam Passport Size 1989

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

29. 1999 1998 VAIO WEGA Establish No.1 Category, and enhance brands of computers and TVs that will become the center of Home Network and Personal Network. Handycam Walkman Trinitron Sony Brand Power

30. VAIOsince 1996

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

32. 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

33. VAIOConverging AV and IT

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

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

36. 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.

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

38. FD Trinitron, Wega Thailand Brazil

39. Aibo

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

41. W. Network Walkman

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

43. Our hope is that people in the world will enjoy their lives on Sony’s platform of Joyful Experience,and suddenly realize a holographic image of Sony which connects among brilliant stars of Sony products, services and entertainment surrounding our brand spirit “do you dream in Sony?”