Roland reorganizes its structure

Roland Corporation will consolidate the “RSS by Roland” professional audio equipment brand and the “Edirol by Roland” professional video equipment brand under the Roland brand starting with new products that will appear from now on. At the same time, the company will transition the “Cakewalk by roland” brand, which currently provides hardware and software products related to PC music production, to a specialized software brand.

Roland Corporation will consolidate the “RSS by Roland” professional audio equipment brand and the “Edirol by Roland” professional video equipment brand under the Roland brand starting with new products that will appear from now on. At the same time, the company will transition the “Cakewalk by roland” brand, which currently provides hardware and software products related to PC music production, to a specialized software brand.

Roland supplies products in a wide range of categories and uses a multi-brand approach to enhance the unique identity of each product in their respective markets. While the brands “RSS by Roland” and “Edirol by Roland” have had a great presence in the growing professional audio and video markets, these two brands will be consolidated under “Roland”, the most recognized and prestigious brand in the world. market. These areas are currently undergoing a transition from analog technology to digital technology. Roland's strength in digital technology will position the company as a total solutions provider for live events, as well as audio and video production and editing.

Cakewalk

Meanwhile, the “Cakewalk by Roland” brand will receive a much clearer identity with a solid focus on computer music software. Hardware products that have appeared under the “Cakewalk by Roland” brand will be marketed as “Roland”, a brand known to musical instrument users. This will expand communication to a wider range of users, and create greater demand by suggesting solutions that combine “Roland” hardware with “Cakewalk” software.

With this consolidation of brands, Roland aims to improve its efficiency with its investments related to brand promotion, and will improve the communicative impact and value of said brands.

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