Loss-making handset vendor Sony Ericsson yesterday announced plans to realign its brand towards a stronger entertainment profile and adopt the ‘make.believe’ brand concept currently pushed by Sony, one of the manufacturer’s parent companies. In a statement, the vendor noted that its plans form part of its vision of becoming “the Communication Entertainment brand.” The adoption of the ‘make.believe’ brand message in all consumer communication is also evidence that Sony Ericsson sees the potential benefits in being more closely associated with the hugely successful Sony Corporation. In addition, Sony Ericsson’s logo is to undergo a makeover. A series of marketing campaigns this autumn will launch the company’s new identity, including a viral campaign for the new Satio, Aino and Yari phones.

The strategy is the latest move by Sony Ericsson to curb recent losses and a decline in global handset market share (now below 5 percent). Such a downturn in fortunes has sparked market speculation of a possible breakup of the 50-50 venture, but both Sony and Ericsson have said recently they are committed to the operation and could inject more money into it if necessary. Last month, Sony Ericsson announced that Ericsson VP Bert Nordberg is to be its new president, and the incoming head man has already targeted a return to profit and an increase in market share as his first priorities.