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Strategic Brand Management Decision: the case of Sony Ericsson Walkman
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
Sony Ericsson Mobile Communications, Lund, Sweden.
2008 (English)In: Strategic Direction, ISSN 0258-0543, Vol. 24, no 9, 3-5 p.Article in journal (Other academic) Published
Abstract [en]

Purpose - The paper aims to review Sony Ericsson's brand management decision to leverage a brand from the Sony portfolio in their cellular phones. Design/methodology/approach - The paper draws on data from Sony Ericsson and brand portfolio theories. Findings - The results reveal that the function of the Walkman brand has changed from a sub-brand strategy that initially protected the Sony brand against potential failure of the extension via a graveyard brand with outdated product categories into a brand driver defining the category of Sony Ericsson's premium MP3 player cellular phones. Practical implications - The paper provides strategic brand management insights and thinking underlying the Sony Ericsson brand portfolio strategy and how new product categories can subvert incumbent brands. Originality/value - This paper is of particular value to anybody seeking to understand brand-based business development, including business managers, brand managers and academic researchers.

Place, publisher, year, edition, pages
2008. Vol. 24, no 9, 3-5 p.
Keyword [en]
Brands, Gearing, Marketing strategy, Mobile communications, Portfolio investment
National Category
Social Sciences Business Administration
URN: urn:nbn:se:kth:diva-62819DOI: 10.1108/02580540810897012ScopusID: 2-s2.0-51849157013OAI: diva2:481226
QC 20120124Available from: 2012-01-20 Created: 2012-01-20 Last updated: 2012-01-24Bibliographically approved

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