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ing China, Japan, Sweden, the Netherlands, the US and the UK. Sony Ericsson estimates the Indian mobile phone market have doubled last year, as more than 62 million mobile phones were sold in the last 12 months.

Sony Ericsson realigns brand with Sony Group

As a part of its ongoing business transformation in globally, mobile manufacturer Sony Ericsson will be adopting Sony's brand message and the tagline “make.believe” in Indian market. The realigned brand strategy will be implemented in all aspects of the product including packaging, portfolio, retail, customer service, human resources, corporate communication, marketing communications, internal communication and digital.

Sony Ericsson is already very closely aligned with both parent companies in variety of numerous ways. This development will lead Sony Ericsson to even more closer cooperation and collaboration with the Sony group companies for improvement in the areas of content and entertainment.

The global campaign will be having special focus on Indian market as one of the key regions and will support the launch of Sony Ericsson's new mobile phones - the Aino, Satio and Yari. While its handset Aino will connect to Sony's gaming console, Playstation 3, via Remote Play; Satio boasts of a 12.1 megapixel camera; and Yari will facilitate gesture gaming. these will be launched in couple of weeks. The brand will also be changing its liquid identity in india as well.

The three phones will be launched in the coming weeks, Sethi said. Apart from the tagline, the brand will also change its ‘liquid identity' logo by adding seven new colour variations and the ‘liquid' flowing from it. A series of strategic marketing campaigns will be launched in few weeks time. It will include a ‘spark something' viral campaign for the new mobile phones.

Sony Ericsson Will Place New Call to U.S. Market

When Sony and Ericsson joined forces in the mobile phone industry in 2001, many expected the new brand would give market leaders Nokia and Motorola a run for their money.

It didn't quite turn out that way. Ericsson and Sony had a combined world market share of 11.5% When Sony and Ericsson joined forces in the mobile phone market in 2001, many expected the new brand would give market leaders Nokia and Motorola a run for their money.

It didn't quite turn out that way. Ericsson and Sony had a combined world market share of 11.5% in 2001. Three years later, Sony Ericsson controls about 6%. Meanwhile, the brand has taken a low-key advertising approach in the U.S., spending $8 million on media last year versus Ericsson's $37 million in 2000, per TNS/CMR. (Sony spent $4 million that year promoting its handsets, per Nielsen Monitor-Plus.) The brand's highest-profile effort was a controversial guerrilla program in which Sony Ericsson reps asked unsuspecting tourists to take a photo of them with the brand's digital photo-enabled handset.

Ken Hyers, senior analyst with In-Stat/MDR, Boston, said Sony Ericsson has been a disappointment. “It seemed like a marriage made in heaven,” he said, “but it appears they have not been able to integrate their designs. What they've released has not been compelling.” 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。