On Brand
November 8th, 2000 Maki Kumagai Corporate AD, Sony Corporation
Corporate ADSony Brand Communication Strategy Zone Advertising Management Support 
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
Network Brands Create ValueAbove the Line and Below It
Increases Sales and Share
-Increases efficiency of communications spending -Facilitates cross-selling/up-selling -Reduces costs of new product introductions
Increases Margins
-Establishes competitive differentiation -Sustains competitive advantage -Engenders trust -- endorses the product -Leads to greater loyalty -- makes an emotional connection
Higher Avg. Selling Prices
Reduces Costs
Increased Market Capitalize-tion
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Corporate Brand……SonyPrimary brand which drives a complete brand portfolio.Product Category Brand……Trinitron, Walkman, Vaio etc.Brands which encompass, endorse and organize multiple products/services
Corporate Brand……Sony
The Criteria of a Successful Brand: Unchanging Brand Essence Continue to Create Something New
Brand Vision “What We Will Be”
Brand Essence “The Core”
Business Platform “What We Do”
Brand Concept
Brand Positioning “What We Say”