Sony Ericsson shifts brand strategy

Struggling handset maker Sony Ericsson is hoping for a turnaround in more ways than one. In August, the company announced that it would hire a new a CEO. Now it's changing its brand strategy. The cell phone vendor will adopt the "make.believe" tagline that Sony uses "to reinforce its entertainment credentials and collaboration with the Sony Group." The handset vendor hopes the new tagline will highlight its entertainment offerings. The relative success of the new strategy will play out over the next several quarters as Sony Ericsson introduces more smartphones and tries to turn around its flagging sales. Release

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