On Brand Maki KumagaiCorporate AD Sony Corporati(ppt)

Corporate AD Sony Brand Communication Strategy Zone Advertising Management Support

Network Brands Create Value Above the Line and Below It
-Increases efficiency of communications spending
-Facilitates cross-selling/up-selling
-Reduces costs of new product introductions
Corporate Brand ……Sony Primary brand which drives a complete brand portfolio. Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize multiple products/services















unconventional　
inspired　
confident　
fresh　
fantastic　
unexpected　
ingenious　
original　
expressive　
fertile　
divergent　
unusual　
iconoclastic　
prodigious　
unconstrained　
audacious　
non-conformist　
unorthodox　
prolific　


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.































Corporate Brand ……Sony Primary brand which drives a complete brand portfolio. Product Category Brand ……Trinitron, Walkman, Vaio etc. Brands which encompass, endorse and organize multiple products/services

What is Sony to the World’s Customers?
Connect Sony Products with Brand Personality Platform
Brand Platform Centripetal Corporation

On Brand Maki KumagaiCorporate AD Sony Corporati(ppt)