Using the catch-phrase "Tributelink", the automaker will be joining hands with big names such as Sony Music Entertainment, which will introduce a special Tributelink label for several CDs by Japanese pop musicians as well as an album. Upmarket Japanese fashion designer Takeo Kikuchi will also design Tributelink label T-shirts, sweaters, pants and accessories that will go on sale. "We call this entertainment marketing," president Mark Fields said on Thursday. The different products would also be available through a Tributelink website. Although the word Mazda is not used on the products, the logo is featured on the website."There is a lot of scepticism towards very overt, in your face promotion and we think this is a very good approach to introduce new customers to the Mazda brand," Fields said.

While declining to disclose a figure, Masazumi Wakayama, Mazda's marketing director, said the automaker had "spent a fair amount" on the new effort.

The Tribute Sports utility, already launched in the US, will hit dealerships in Japan in late 2000, although the fashion wear and products will go on sale from late August some months ahead of the car. The campaign is due to continue until end-March and Wakayama said the idea may be extended to other products .

Mazda's efforts follow Toyota Motor Corp's moves to change its image from fuddy-duddy to funky, with its WiLL Vi vehicle, a sharp angled car with rounded rear end that is meant to be reminiscent of a horse-drawn carriage.

It has been a key product in an experiment in cross-industry branding. Other firms offer WiLL computers, WiLL beer, WiLL deodourant and WiLL travel tours. Mazda's shares closed four yen higher at 256 on Thursday after setting a year-low a day earlier.

Battered by a weak earnings outlook, a quick turnover in management and the perception that Mazda, a third owned by Ford Motor Co, could see its position weakened by a possible Ford purchase of South Korea's Daewoo Motor has seenits stock dribble lower from a year high of 500 yen in February. (Reuters)