Panasonic says goodbye to National

Matsushita Electric, the parent company of Panasonic and National is dropping its National brand in the hope of creating 'Ideas for Life'.

  • E-Mail
By  John Irish Published  December 8, 2003

Electronics' consumers are set to see a change in the way Panasonic brands itself. The Japanese firm, which originally started under the name National is planning to gradually phase out its sub-brands in favour of a single, united Panasonic tag. On the list include National and the high market brand Technics.

The change, which comes under the slogan 'Panasonic ideas for life' will take place in the Middle East, South East Asia and China by 2004."This act will raise awareness of the Panasonic brand amongst the younger generation and Arab customers," explains Shoji Hinoki, managing director, Panasonic Marketing, Middle East FZE.

"There is an increasing crossover between electronics and white goods. Even refrigerators today have an IP address. Panasonic as a brand can exploit this trend."

With competition from the likes of LG and Samsung, who are both diversifying their product range, the move will enable the holding company Matsushita Electric to put all its eggs into one basket with a view to seeing domestic appliances carry the Panasonic brand by early next year. First on the list are microwaves, followed by vacuum cleaners.

"Of course it will take time and it won't be easy," admits Hinoki. " But this is a long-term strategy and we'll invest in necessary promotions." The Panasonic brand currently covers around 90% of sales outside Japan.

Meanwhile, Panasonic recently reported US $1.1 billion in revenue for the fiscal year 2002-2003 in the Middle East. According to the company the figures show a 10% increase on the previous year. "By the end of next year three years, we intend to achieve a 50% increase in business volume in the region," said Hinoki."

To achieve this will focus on merchandising by introducing more digital networking products to the region." Hinoki added that Panasonic's regional advertising budget was set to double by 2006.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code