Consumer positioning: "It's a Sony".
Trade positioning: "WE ARE SONY!"
As a former competitor (exec in another Jap CE firm), let me share a little industry in-joke.
"Sony is Japanese for arsehole". I think that one originated @ Canon.
That said, if you sign on as a distributor or Sony product, you should be expected to abide by the terms and conditions of your trading terms. Do otherwise and suffer the consequences.
Sony invest megabucks in brand and trade co-op advertising to SUPPORT businesses like Lik-Sang.com - only an idiot bites the hand that feeds it, and that's precisely what these idiot devils did.