3. What are the alternatives? Sony has created many popular brands, including Walkman, Trinitron television, and PlayStation. Sony enjoys a reputation for some of the best consumer electronics products on the market, and its brand equity is the result of the quality, trust, and reliability its brands communicate to customers. For example, when the company introduced its Bravia line of liquid-crystal-display TV sets in 2005, it quickly became the market leader. Yet, all is not well in Sony-land. The vast array of products the company manufactures- digital cameras, computers, TVs, and baby monitors-is very difficult to manage. Sony President Dr. Ryoji Chubachi summarizes their challenge when he says, "we have this corps of talented engineers but there are times when they lose sight of our customers." Concern that its brand may be overextended caused Sony to divest its chain of over 1,200 cosmetic salons across Japan and several outlets of its restaurant chain, as well as discontinue producing robotic pets and high-end ($4,000+) digital cameras and $13,000+ 70-inch televisions. Streamlining the Sony product line has not yet produced the kind of positive results the company hoped to achieve. As a result, Sony is pinning its hopes for the future on the PlayStation 3 video game console.