sony品牌管理培训资料课件.pptVIP

.VAIO Desk top This is one of the earliest VAIO TVCM. The narrator says: Recording Flyfishing Fun onto a CD-R using Vaio’s original software. Create, Keep and Communicate your personal enjoyment, Vaio is for it. Not so many people might not have actually used VAIO in such creative way. In fact the sales of VAIO notebook type was surpassing that of VAIO Desk Top PCs. However Sony thought it is important to more focus on the creative PC in advertising in order to effectively establish VAIO brand identity. He spoke this just after his inauguration I think that there are two important elements that is essential for a brand to continue shining brilliantly. First, the essence of the brand or the brand personality has been and will be consistent. Second is that the brand is always representing creation of something new. I believe Sony has been so up until now, and it is us who work for Sony now to continue doing so in order to have the Sony brand shining in the coming network centric era. I would like to further discuss how I understand the concept of Sony Brand. I used this chart when we were discussing Sony’s brand positioning a few years ago. We started from the top right quadrant of “Where did we come from in the past?”, our brand essence or the Core. Then we moved counter-clockwise to the top left quadrant of “What we do?” on the current Business Platform. Next we moved to the right bottom of What We Will Be in the future, or Brand Vision. Lastly we brought together and all the elements of three quadrants and we filled in the brand positioning or What We Say or a brand message to public. Sony employees after spending a few years with Sony start to feel that they are inheriting Sony founders’ DNA. Uniqueness, Originality, Creativity, Innovation, Dream, Curiosity…these are part of the glossary of Sony people’s favorite. Dream is a mother of invention is a word by Masaru Ibuka one of the two founders of Sony. Thomas Edison’s famous words “ Necessity is mothe