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Unification under the Global Brand “Panasonic”
Pursuing to the World the Global Brand Slogan “Panasonic ideas for life”
In aiming for enhanced global marketing competency and brand value, in May 2003 it was decided that the global brand would be unified as “Panasonic” and the global brand slogan would be “Panasonic ideas for life.”
As the development of digital technologies and market competition intensify, branding has become a critical factor that determines a company's ability to grow. In order to implement marketing activities intended to make the Panasonic Group the global No. 1 in each area of business, the centralizing of marketing resources and implementation of effective communication activities became urgent tasks.
In line with this, “Panasonic” was positioned as the name for global branding in all areas overseas for the purpose of enhancing brand value. Since its debut as the brand name of loud speakers for export in 1955, “Panasonic” had garnered a sense of reliability and assurance accumulated in Europe and North America to the extent that the very name evoked images such as “advanced” and “cutting edge.”
This move was accompanied by changing the name of products marketed regionally in Southeast Asia, China, and the Middle East under the “National” brand name to “Panasonic,” beginning with new products in the latter half of FY2003. In addition, outdoor signs were also similarly changed during 2003.
At the same time, in Japan, appliance products of the company commanded high customer recognition and trust under the “National” brand name. And because it was an original brand in existence since the founding of the company, it was decided to keep the National name in tandem with “Panasonic.”
Unification of the global brand was accompanied by the establishment of the global brand slogan “Panasonic ideas for life.” “ideas for life” was infused with the message “through development, manufacturing, sales, and services, employees of the Group worldwide continue to provide valuable innovative thinking to advance society and enrich life for one and all.”
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