Each new product category offers a new branding opportunity. However, many companies still miss golden opportunities by burying their brand name with a more famous business name.<br />The first commercial digital camera was called the Sony Mavica. What is the role of the strange name Mavica?<br />If Sony intends to make Mavica a brand name synonymous with digital cameras, then the company should launch the brand without the Sony name.<br />Try advising a Sony manager not to use the Sony name for a new digital camera and you&#39;ll realize what the problem is. The manager fell in love with the company name and wanted to make sure it was used everywhere. Especially when the new product is an important technological advancement.