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Switched On: Rubber brands

Last updated on July 23, 2020

My latest Engadget column looks at how Samsung and Sony are expanding use of subbrands beyond handsets to categories such as tablets and cameras.

For Sony, its Xperia 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.