Switched On: Rubber brands

_Each week [Ross Rubin](http://twitter.com/rossrubin) contributes [Switched On](http://www.engadget.com/tag/switchedon), a column about consumer technology._


### More Info

* [Android 4.1 Jelly Bean review: a look at what's changed in Google's mobile OS](http://www.engadget.com/2012/06/28/android-4-1-jelly-bean-review-a-look-at-whats-changed-in-googl/)
* [Sony Xperia Tablet S hands-on](http://www.engadget.com/2012/08/29/sony-xperia-tablet-s-hands-on/)
* [Samsung Galaxy Camera](http://www.engadget.com/2012/08/31/samsung-galaxy-camera-flashes-housing-hands-on/)

One sits far atop the Android smartphone heap while the other has recently stepped up its efforts to compete more aggressively by acquiring the stake of its decade-long joint venture partner. But at the recent [IFA event](http://www.engadget.com/2012/09/01/ifa-2012-wrap-up/), electronics giants Samsung and Sony both acknowledged the importance of their smartphone sub-brands by stretching them into new product categories. For Sony, its [Xperia](http://www.engadget.com/2012/08/29/sony-xperia-t-unveiled/) sub-brand hopped across to its tablet while Samsung brought the Galaxy brand to a connected camera. _How_ these companies have stretched these brands reflects their relative position both in terms of where they've moved from and where they've moved to.

For Sony, the move of Xperia to another product category represents somewhat of a full circle (as does the return of the Sony brand to handsets itself). Part of the early playbook for [Sony Ericsson](http://www.engadget.com/2012/01/19/sony-ericsson-317-million-loss/) was to bring established Sony Electronics brands -- notably Cyber-Shot and Walkman -- to phones focused on imaging and music in the heyday of the feature phone, which the joint venture clung to for too long. Xperia, in contrast, was the company's first "native" sub-brand meant to evoke "experience", of course. And while many in the line have been well-received, they never translated into a strong global market share for Sony Ericsson.

[Continue reading _Switched On: Rubber brands_](http://www.engadget.com/2012/09/16/rubber-brands/)

Filed under: [Cellphones](http://www.engadget.com/category/cellphones/), [Tablets](http://www.engadget.com/category/tablets/)

[Switched On: Rubber brands](http://www.engadget.com/2012/09/16/rubber-brands/) originally appeared on [Engadget](http://www.engadget.com) on Sun, 16 Sep 2012 17:00:00 EDT. Please see our [terms for use of feeds](http://www.weblogsinc.com/feed-terms/).

######

[Permalink](http://www.engadget.com/2012/09/16/rubber-brands/)&nbsp_place_holder; &nbsp_place_holder;|&nbsp_place_holder; &nbsp_place_holder;|&nbsp_place_holder;[Email this](http://www.engadget.com/forward/20321600/)&nbsp_place_holder;|&nbsp_place_holder;[Comments](http://www.engadget.com/2012/09/16/rubber-brands/#comments)

URL: http://www.engadget.com/2012/09/16/rubber-brands/