This study intends to elucidate which view customers has about Sony Ericsson as a trademark compared with it’s biggest competitors and how the company can expand and create added value around its products. The aim with this essay is to study and to analyze Sony Ericsson’s creation of value and to increase understanding about strategy development. We have chosen to do this study on the basis of customer perspectives.

We have used existing theories that treat matters: added value, marketingmix and trademark image. In consideration of these we have tried to form our own theoretical model from existing theories. We have afterwards tested this model on empirics, that is based on a customer survey in Russia, which concerns customers’ view about biggest trademarks on the mobile market and above all Sony Ericsson.

In our survey we have come to the conclusion that customers consider Sony Ericsson as a company that gives a satisfying added value. Nokia has succeeded better to create an added value on it’s products and is considered by customers to be the most sought-after. Our survey shows that design can have the crucial role for creation of value.

In order to better satisfy the customers' needs and wishes on markets the companies must adapt their products and create added value through good product strategies, correct marketing measures and satisfying service. This increases the strength of trademark's image and gives better basis for creation of added value.