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Matsushita to Focus on Panasonic Brand in Global Brand Strategy
Apr 22, 2003
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Japanese consumer electronics maker Matsushita Electric Industrial Co. said on Tuesday that it plans to position Panasonic as its main global brand in order to strengthen its brand competitiveness worldwide. Under a new global branding strategy, the company will change the brand name for all home appliance products in Southeast Asia, the Middle East, and China to Panasonic from National by the end of March 2004. However, the National brand will continue to be used in Japan, where it was born, the manufacturer said in a statement. A new global branding campaign will be launched with a new slogan, Panasonic Ideas For Life, Matsushita said. The company said the change in branding strategy comes from its need to consolidate its brand communication efforts under Panasonic, which covers over 90 percent of its product sales outside Japan. (Dow Jones)

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