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He spoke this just after his inauguration 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 In order to clearly differenciate Sony from others in a way no other brand can do, and in order to empower people with new lifestyle proposition, We decided to combine least VAIO with Digital Handycam that enjoy overwhelmingly high share and high brand recognition. Let us take a look at Digital Handycam and VAIO combined advertisement Digital Handycam Let us keep a precious moment using VAIO and Digital Handycam Togethewr MD and VAIO Editing MD using VAIO, it is a new proposal. Sony Connects Fun of Computer and Fun of Music VAIO 505 compactness and lightweightedness. VAIO Music LifeStyle Let us Enjoying MD, CD with VAIO Let us down load Music from Internet Let us enjoy new music style The biggest advantage of Having a Strong Brand is Rule Breaking. We do not have to follow the competitors. With a Strong Brand, we can deconstruct the current market and can become the new rule maker of the market. Valuable brand embody ideas that relate to consumer lifestyles or experiences 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. 50s and above people tend to have strong loyalty to Trinitron, because they collaborated with Sony for the establishment of Trinitron brand. People in the forties and thirties they grew up with Walkman and after they became parents they collaborated with Sony for building Handycam Brand. How about 20s. They are collaborating with Sony for the nurturing of VAIO. Teen Agers are ofcourse joining in the brand building of Playstation. I have explained some of Sony’s global advertising strategies shared among all the regional ad