OnBrandNovember8th,2000MakiKumagaiCorporateAD,SonyCorporation

CorporateAD

SonyBrandCommunicationStrategy

ZoneAdvertisingManagementSupport

Themostvaluableassettothiscompanyisnotitsbuildings,land,orevenitsemployee.Ourmostvaluableassetisthefourletters“SONY”.NorioOhgaatthisyear’sEntranceDayaswellasatmanyotheroccasionsNetworkBrandsCreateValue

AbovetheLineandBelowItIncreasesSalesandShare-Increasesefficiencyofcommunicationsspending-Facilitatescross-selling/up-selling-ReducescostsofnewproductintroductionsIncreasesMargins-Establishescompetitivedifferentiation-Sustainscompetitiveadvantage-Engenderstrust--endorsestheproduct-Leadstogreaterloyalty--makesanemotionalconnectionHigherAvg.SellingPricesReducesCostsIncreasedMarketCapitalize-tion==CorporateBrand

……Sony

Primarybrandwhichdrives

acompletebrandportfolio.

ProductCategoryBrand

……Trinitron,Walkman,Vaio

etc.

Brandswhichencompass,endorseandorganizemultipleproducts/services

CorporateBrand

……Sony

TheCriteriaofaSuccessfulBrand:UnchangingBrandEssenceContinuetoCreateSomethingNewBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

BrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

BrandConceptBrandPositioning

“WhatWeSay”

Wedonotcopy.Wedothingsthatnooneelsehasdone.MasaruIbukaBrandVision

“WhatWeWillBe”BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

ChangeisSony’sEssenceNobuyukiIdeiDigitalDreamKids1996～DigitalDreamKidsareourselvesInthisDigitalEra,weareagroupofpeoplemesmerizedbynewdigitaltechnologies,andcontinuesdreamandremaincuriousjustaswewerewhenwewerekids!DigitalDreamKids1996～DigitalDreamsKidsareourCustomersInthisDigitalEra,wecontinuecreatingproductsthatsatisfythedreamsofourcustomersworldwide,whoarecaptivatedbythepotentialofdigitaltechnology.BrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

BrandPhilosophySharedAmongAllofSonyIT(Electronics)AV(Electronics)PicturesMusicGamesNetworkServicesFinanceB&PBrandPhilosophyGlobal:EnhanceaCommonPlatformBrandVision

“WhatWeWillBe”SonyDreamWorld,

PlatformofPersonalEnjoyment

BrandEssence

“TheCore”

Dreamis

amotherofinnovation.

BusinessPlatform

“WhatWeDo”

DigitalDreamKids

BrandConceptBrandPositioning

“WhatWeSay”

unconventional

inspired

confident

fresh

fantastic

unexpected

ingenious

original

expressive

fertile

divergent

unusual

iconoclastic

prodigious

unconstrained

audacious

non-conformist

unorthodox

prolific

Son三yi三sa三co三mpa三ny三dev三ote三dt三ot三he三cel三ebr三ati三on三of三lif三e.We三cre三ate三th三ing三sf三or三eve三ry三kin三do三fi三mag三ina三tio三n.Pro三duc三ts三tha三ts三tim三ula三te三the三se三nse三sa三nd三ref三res三ht三he三spi三rit三.Ide三as三tha三ta三lwa三ys三sur三pri三se,三an三dn三eve三rd三isa三ppo三int三.Inn三ova三tio三ns三tha三ta三re三eas三yt三ol三ove三,a三nd三eff三ort三les三st三ou三se.Thi三ngs三th三at三are三no三te三sse三nti三al,三bu三th三ard三to三li三ve三wit三hou三t.We三are三no三th三ere三to三be三lo三gic三al.三Or三pr三edi三cta三ble三.W三e’r三eh三ere三to三pu三rsu三ei三nfi三nit三ep三oss三ibi三lit三ies三.We三all三ow三the三br三igh三tes三tm三ind三st三oi三nte三rac三tf三ree三ly,三so三th三eu三nex三pec三ted三ca三ne三mer三ge.We三inv三ite三ne三wt三hin三kin三g,三so三eve三nm三ore三fa三nta三sti三ci三dea三sc三an三evo三lve三.Cre三ati三vit三yi三so三ur三ess三enc三e.三We三tak三ec三han三ces三.W三ee三xce三ed三exp三ect三ati三ons三.We三hel三pd三rea三mer三sd三rea三m.Son三yB三ran三dC三onc三eptBra三nd三Con三cep三tV三ide三o(２三min三.)Bra三nd三Str三ate三gy三Net三wor三kin三gEur三opeUSAJap三anGul三fAsi三aLat三inGlo三balThr三ee三Lay三ers三of三Br三and三ing三Es三tab三lis三hin三gV三alu三eA三dde三dM三ark三eti三ngCla三rif三yin三gB三ran三dP三ers三ona三lit三ya三nd三Bra三nd三Phi三los三oph三yBra三ndi三ng三Mar三ket三ingEnh三anc三ing三Br三and三Va三lueSha三re三Mar三ket三ingEar三nC三ate三gor三yN三o.1三Sh三areGlobalRegional(ProductOrientedAd)Bra三ndi三ng三Wor三ldw三idePro三duc三tC三ate三gor三yB三ran三d

…三…Tr三ini三tro三n,三Wal三kma三n,三Vai三oetc三.CI三=P三ISel三ect三ion三an三dF三ocu三s●No三.1三Bra三nd三Cre三ati三on三tha三ts三eiz三es三Cat三ego三ry三L三ead三ers三hip三●三Con三cen三tra三te三Pro三duc三tV三alu三eo三na三rea三st三hat三be三st三dis三pla三yS三ony三’s三ori三gin三ali三tySon三yA三dve三rti三sin三gS三tra三teg三yBra三nd三Loy三alt三yC三rea三ted三by三th三eP三owe三ro三ft三he三Lea三din三gB三ran三dsTri三nit三ronSon三yB三ran三dP三owe三rNew三Bu三sin三ess三Cr三eat三ionTri三nit三ron196三8Bra三nd三Loy三alt三yC三rea三ted三by三th三eP三owe三ro三ft三he三Lea三din三gB三ran三dsTri三nit三ronWal三kma三nSon三yB三ran三dP三owe三rNew三Bu三sin三ess三Cr三eat三ionWal三kma三n197三9Bra三nd三Loy三alt三yC三rea三ted三by三th三eP三owe三ro三ft三he三Lea三din三gB三ran三dsTri三nit三ronWal三kma三nHan三dyc三amSon三yB三ran三dP三owe三rNew三Bu三sin三ess三Cr三eat三ionHan三dyc三amPas三spo三rt三Siz三e1三989Evo三lut三ion三of三Pr三odu三ct三Bra三nd,Add三ing三Ne三wV三alu三es三to三Cor三eExa三mpl三e:三Han三dyc三amEst三abl三ish三ing三a三lea三din三gb三ran三d,三and三cr三eat三ea三ne三wb三usi三nes三sa三ren三aTri三nit三ronWal三kma三nHan三dyc三amSon三yB三ran三dP三owe三rBra三nd三Loy三alt三yC三rea三ted三by三th三eP三owe三ro三ft三he三Lea三din三gB三ran三dsEst三abl三ish三No三.1三Cat三ego三ry,三an三de三nha三nce三br三and三so三fc三omp三ute三rs三and三TV三st三hat三wi三ll三bec三ome三th三ec三ent三er三of三Hom三eN三etw三ork三an三dP三ers三ona三lN三etw三ork三.Tri三nit三ronWal三kma三nHan三dyc三amWEGA1998VAIO1999Son三yB三ran三dP三owe三rVAI三O

s三inc三e1三996We三wou三ld三lik三et三oi三ntr三odu三ce三per三son三al三com三put三ers三th三at三hav三ea三So三ny-三lik三ee三nte三rta三inm三ent三qu三ali三ty.Nob三uyu三ki三Ide三iSon三yw三ill三pr三ovi三de三use三rs三wit三hn三ew三way三so三fd三esi三gni三ng三the三ir三lif三est三yle三st三hro三ugh三th三ei三ntr三odu三cti三on三of三VAI三O.三Our三ho三pe三is三to三cre三ate三ne三wm三ark三et三by三off三eri三ng三suc三hl三ife三sty三le三sol三uti三ons三.Kun三ita三ke三And三oVAI三O

C三onv三erg三ing三AV三an三dI三TThe三Bi三gge三st三Adv三ant三age三of三Ha三vin三ga三St三ron三gB三ran三di三sR三ule三Br三eak三ingVal三uab三le三bra三nd三emb三ody三id三eas三th三at三rel三ate三to三co三nsu三mer三li三fes三tyl三es三or三exp三eri三enc三esAs三ucc三ess三ful三pr三odu三ct三for三ms三an三emo三tio三nal三re三lat三ion三shi三pw三ith三a三cer三tai三ns三egm三ent三/ge三ner三ati三on三of三peo三ple三th三rou三gh三col三lab三ora三tiv三ely三cr三eat三ing三,s三hap三ing三an三ds三har三ing三ex三per三ien三ce.And三su三ch三rel三ati三ons三hip三re三sul三ts三in三as三tro三ng三“br三and三lo三yal三ty”三wi三thi三nt三he三peo三ple三’s三min三d.TVC三Ff三rom三th三ew三orl三d:三Glo三bal三ly三sha三red三st三rat三egy三a三nd三loc三al三ini三tia三tiv三ei三ne三xec三uti三onMD三Wal三kma三nU.S三.A.Eur三opeNew三Ze三ala三ndFD三Tri三nit三ron三,W三egaTha三ila三ndBra三zilAib三oWe三cre三ate三ex三pec三tat三ion三s.三Res三pon三din三gt三oe三xpe三cta三tio三ns三is三too三la三te.三So三ny三is三ac三omp三any三th三at三no三one三ca三np三red三ict三.Nob三uyu三ki三Ide三iW.Net三wor三kW三alk三manCor三por三ate三Br三and三……三Son三yPri三mar三yb三ran三dw三hic三hd三riv三es三a三com三ple三te三bra三nd三por三tfo三lio三.Pro三duc三tC三ate三gor三yB三ran三d

…三…Tr三ini三tro三n,三Wal三kma三n,三Vai三oetc三.Bra三nds三wh三ich三en三com三pas三s,三end三ors三ea三nd三org三ani三ze三mul三tip三le三pro三duc三ts/三ser三vic三esThe三Cr三ite三ria三of三a三Suc三ces三sfu三lB三ran三d:Unc三han三gin三gB三ran三dE三sse三nceCon三tin三ue三to三Cre三ate三So三met三hin