Title: Strategic brand management decision: the case of Sony Ericsson Walkman
Abstract: 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strategy that initially protected the Sony brand against potential failure of the extension via a graveyard brand with outdated product categories into a brand driver defining the category of Sony Ericsson's premium MP3 player cellular phones.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.
Publication Year: 2008
Publication Date: 2008-08-22
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 3
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot