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Sony Electronics adopts a new positioning ''

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Sony Electronics adopts a new positioning ''

Sony's electronics business is implementing a major brand re-positioning as part of its continued drive to engage with its core markets and maximise growth in an increasingly competitive consumer electronics market. The new positioning will see the introduction of the advertising line '' and will run in all markets around the world and across all of Sony's electronics' product categories from April 2005.

'' represents Sony's DNA and legacy and will be used in marketing and communications to reaffirm Sony as the best in category and strengthen its product proposition for the home, office and mobile environments.

Said Mohit Parasher, General Manager, AV- IT Division, Sony India, "Sony's strategy and guiding principle has always been to innovate and offer extraordinary technological insights into the consumer electronics market. The '' campaign will build on this tradition. It is more than just a strap-line; it offers a major opportunity to build on the past and create a new future for the business. In essence, everyone who interacts or connects with Sony will experience a new, exciting energy and momentum for the brand and its products."


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