Sony Thai Announces Its Strategy For Renewing The AIWA Brand And Introduces A New Logo

Bangkok--Nov 10--Sony Thai Sony Thai Co., Ltd., leaded by Mr. Masahiro Tamura, Managing Director, has today announced its strategy for renewing the Aiwa brand through a new logo and product roadmap to target the youth market. Aiwa will create and market a range of stylish, simple and innovative audio-video products for the new generation. The new wavelike Aiwa logo was developed in Japan by Sony Corporation and represents the wave of the new generation. The logo symbolizes Aiwa's new brand image, which is trendy, high quality performance and great connectivity. "We are very excited about the Aiwa brand as it presents a new opportunity for Sony" said Mr. Masahiro Tamura, the Managing Director of Sony Thai Co., Ltd. "With Aiwa, we can now enter untapped consumer segments like the niche youth market with a brand developed just for them. We want to focus on the increasing demand for innovative PC centric personal products that will find a good fit in the lifestyle of the target audience - core group of teenagers to young working adults. And by leveraging on Sony's rich heritage of technological excellence, innovative and product design, Aiwa will be able to create a new brand of consumer electronics products that can be digitally connected to PCs and are truly unique to the market. We believe there are many synergies moving forward as we continue to offer more choices for consumers to express their own individual lifestyles and personality." Simply look at Aiwa's new logo: fun, energetic, fresh and smart. Radically redesigned to convey Aiwa's vibrant new image, its personality reflects our new target market - young, challenging and unconventional. The new Aiwa brand will be highly focussed on younger consumers, from teenagers up to young adults who are seeking for the enjoyment of their individual lifestyles. The new line-up of Aiwa products have also been introduced to illustrate the new values and direction of the Aiwa brand such as the PC-centric BMZ-K7D, a USB HiFi Series and Net MD PC Recorder, AM-NX9 and AM-NX1, etc. Departing from the conventional "features and benefits" approach which characterises some consumer electronics advertising, Aiwa relies on another language -free device, the AIWAcon : a graphic which summarises the key features of the product symbolically with the PC always depicted firmly at the center. Around 25 different AIWAcons have been created for features such as Net MD, MP3, USB link, one-touch downloading, and the convenient two-way USB remote commander. For further information about products and services, the customers can access through our official Aiwa's web site at www.th.aiwa.com or contact Aiwa Information Center at Tel. 0-2715-6300. And to ensure all customers for the reliable after sales service, the 22 Sony Service Centers nationwide are also ready to support all customers' requirements. End. -NM-

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