Ian McArthur reflects in the CPH127 blog on Sony’s Qualia product series, and how it is an example of how “user experience” can be extended and elaborated on to integrate seamlessly with branding strategy. The effect in this case, he argues, is serene and sophisticated.
It is clear that user experience [and justification for high end products with hi end prices] is central to Sony’s strategy of branding of certain product lines.