Hans Vestberg, CEO and President of Ericsson, said, "Cesare Avenia was appointed to the important task of brand implementation due to his extensive experience and deep knowledge of the company and our customers. He has done a tremendously good job over the years in leading the first, critical phase of repositioning our brand to capture the new opportunities arising in the market."
Cesare Avenia said, "I am confident that the organization we established during this period will continue to drive the brand positioning efforts forward successfully. Ericsson has an exciting journey and future ahead."
The Chief Brand Officer role will not be replaced. This role and responsibility of brand strategy and implementation in the Executive Leadership Team will be a shared responsibility by Helena Norrman, Head of Group Function Communications and Jan Wäreby, Head of Group Function Sales & Marketing.
Effective December 21, 2011, Cesare Avenia is appointed Senior Advisor to Group Functions Communications and Sales and Marketing.