Magazine article Marketing

Sony to Bring Elite Qualia Brand to UK

Magazine article Marketing

Sony to Bring Elite Qualia Brand to UK

Article excerpt

Sony is preparing to launch a premium-branded range of electronic goods across Europe as it seeks to re-establish itself as the market leader in consumer electronics.

The brand, which will be called Qualia, is to be introduced into the UK and other European markets in the next few months, and will offer high-end products such as televisions, cameras, sound systems and projectors.

Qualia was launched in Japan last summer, where it is being marketed by the electronics giant as an upmarket alternative in several product areas. Existing Qualia products include a high-end sound system and a range of digital cameras.

Sony has registered the Qualia trademark in the UK and is understood to be in the final stages of a marketing plan for the brand's launch, which is likely to include a high-profile advertising campaign through its ad agency Fallon London.

The products will be priced at a premium and aimed at the top end of the consumer market. …

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