Magazine article Marketing

Philips Creates Brand Position to Battle Sony

Magazine article Marketing

Philips Creates Brand Position to Battle Sony

Article excerpt

Philips Consumer Electronics has appointed Nigel Catlow to the new role of brand marketing director for Northern Europe, with a brief to 'take the fight to Sony in the living room and outdoors'.

Catlow takes responsibility for sales, marketing and distribution of Philips TVs, DVD players and recorders, audio and computing products in the UK and Nordic regions.

Based in the UK, he will work alongside commercial director Scott Levitan and reports to managing director for the region, Rainier Jens.

Catlow will implement the company's three-pronged global marketing strategy, which focuses on product categories. The approach aims to forge a more consistent brand-led message than previous campaigns, which have focused on marketing specific products.

For example, Philips will advertise its home entertainment portfolio using the tagline 'Staying home has never been better'. 'Personal expression' products such as mini audio systems and mobiles will be aimed at young consumers with the line 'Do the right thing' and computing peripherals will com under 'productivity'.

The strategy is initially being deployed in Asia-Pacific, but rolls out in Europe this autumn. …

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