Yamaha to Push Brand

Yamaha Corp. of America’s consumer products division plans to make a push into the consumer computer market during the holiday shopping season, trying to extend its brand from keyboards into computer speakers, sound cards and compact disc recording devices.

Starting in November, the company will have prominent displays at retailers such as Fry’s Electronics Inc. and a significantly greater advertising presence in computer magazines, said Allen Gharapetian, a marketing manager for Yamaha of America, which is based in Buena Park. There will also be the requisite redesign of the company’s corporate Web site.

The company has been manufacturing speakers for computers for four years, but has never established its name in the computer industry, Gharapetian conceded.

“Playing into this market has gotten more serious,” said Gharapetian, who also is considering television ads sometime next year because rival Philips Electronics N.V. has seen some success recently.

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Jonathan Gaw covers technology and electronic commerce for The Times. He can be reached at (714) 966-7818 and at jonathan.gaw@latimes.com.