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The National brand was founded by Konosuke Matsushita in 1925. In the 1960s, Panasonic Electric began to export overseas. Because National has the meaning of "country and nation", it was rejected when registering a trademark in many countries. Panasonic switched to Instead use Panasonic. Regardless of National or Panasonic, the ownership of the brand belongs to Panasonic.

It used to be that Panasonic Electric used the Panasonic brand under special circumstances: it only used the National and NAIS brands in the Japanese and Chinese markets, and had never used Panasonic; the latter was only used in the European and American small home appliance markets, so its output value was quite small. , only 12 billion yen, accounting for 1% of Panasonic Electric's sales.

In order to get around Panasonic's overly strong electrical brand image, Panasonic created its own independent brand NAIS in 1981. In Japan, National and NAIS each account for half of the market; in overseas markets such as China, NAIS brand sales tend to be higher. According to people familiar with the matter: Panasonic Electric Works has been "paid to use Panasonic's National and Panasonic brands" in the past.

In 2003, when the Panasonic brand was being integrated, Hiroshi Tanaka told the media: "Starting from March, except for small home appliances that use Panasonic, all others will use NAIS." According to the plan, after the integration is completed, Panasonic Except for small household appliances, all six categories of electrician products will use NAIS. The move was once dubbed Panasonic Electric's "independence movement." What does it mean to suddenly turn around and cancel the brand diversification plan?

"Because since the end of last year, we have had new ideas with Panasonic Electric. Simply put, the framework cooperation agreement between Panasonic Electric and Panasonic has changed our policy." Tanaka Hiroshi said the reporter said.

The framework cooperation agreement was signed on April 1 this year. The new Panasonic Group includes the two largest companies, and directly leads to the return of the two brands to "the most common ground."

“There are three starting points for unified branding: customer first; whether brand unification is beneficial from a global perspective; and the effect of brand unification from a competitor’s perspective. We must penetrate into consumers and play a The greatest value of the brand. In terms of publicity, the two brands will cost unnecessary money. It is better to unify the two brands into one brand. National, Panasonic; in overseas markets outside Japan, the brand of all Panasonic products is unified as Panasonic, including China.