Matsushita Completes Brand Unification Process
Apr 12, 2004
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Consumer electronic and small appliance maker Matsushita Electric Industrial Co. Ltd. announced it has completed its global brand unification process with the launch of a complete range of home appliances under the Panasonic brand name in the Middle East.

The new range includes refrigerators, washing machines, air-conditioners, microwaves, kitchen appliances, and vacuum cleaners. With the increased product portfolio, the Japan-based company has forecast a 20 percent increase in sales by the end of March 2005.

The change in brand strategy comes from Matsushita's need to consolidate its brand communication efforts under the Panasonic brand that covers over 90 percent of the company's sales outside Japan. Under the new structure, Panasonic has replaced the company's National name, and is now the main global brand. A worldwide marketing campaign was launched, using the new brand slogan 'Panasonic ideas for life.' (AME Info)

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