The Sony Marketing people came up with a new sub-brand for their high-definition LCD TVs: BRAVIA.

BRAVIA stands for "Best Resolution Audio Video Integrated Architecture" - great!

From this point forward, Sony high-definition flat-panel LCD TVs in North America will carry the BRAVIA logo. The first models to carry this new sub-brand will be five LCD TVs ranging in screen sizes from 26- to 40-inches.
"I'm confident that BRAVIA will become as important and recognized as Sony's Trinitron brand," said Dick Komiyama, president and chief operating officer for Sony Electronics.
Well, I agree Trinitron was a great story back in the day, not sure if BRAVIA will have the same success.
More details in this Sony press-release. As it happens, Bravia rhyms with Qualia, Sony's high-end brand.