Sony’s Frame-Branding Strategy

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When Sony introduced the CP1 wireless digital photo frame to the U.S. market at CEDIA Expo, it was marketed under the Vaio brand.

According to the company, the S-series photo frames introduced at PMA will not carry the Vaio brand, nor will all future frames. Instead, the CP1 is being marketed as a Vaio accessory (and will only work with Vaio products) to a “PC-centric” crowd, while the S-series frames are being geared toward the mass-market frame buyer.


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