JBL: The TRUE Meaning

Market research project at SIS International

In a market saturated with an extensive variety of wireless headsets and earbuds, JBL sought to carve a distinctive niche for itself by introducing its own line of wireless earbuds. With countless options available to consumers, the challenge was clear: how could JBL set itself apart from its competitors? The answer lay in their commitment to branding, as they aptly named their product "TRUE Wireless." This deliberate choice not only reflects the brand’s dedication to providing a genuine wireless experience but also ensures that consumers immediately understand the uniqueness of the offering. With a name that directly conveys clarity and innovation, JBL aims to eliminate any potential confusion, positioning itself as a leader in the realm of wireless audio technology.