Domestic brand National and international brand Panasonic

Panasonic has two English brand names. In product marketing, Panasonic uses National in Japan and Panasonic overseas. The National brand was born before Panasonic. Let us understand the history of the two brands.

When Konosuke Matsushita, the founder of Panasonic Corporation, was an apprentice, he often saw the English word "International" written in newspapers. After looking up the dictionary, he learned that it meant "international" and removed "Inter". National" means "national". "National" has a fashionable feel as a term of the times, and making its products a national necessity is Panasonic's ultimate goal. Therefore, when selling cannon-shaped car lights, Panasonic used "National" as a trademark for the first time, which reflected that Panasonic was proud of the national industry and took the prosperity of the country as its own goal.

As the company continues to grow, Panasonic's products begin to be sold all over the world. The National brand emphasizes nationality rather than globality, which is obviously not in line with the international background of Panasonic products. Therefore, Panasonic decisively launched Panasonic as a trademark for overseas products, using Panasonic to establish a good brand image and launch new products to occupy the market. .

Promote global unified brand Panasonic

In order to improve global market competitiveness and brand value, Panasonic began to unify "Panasonic" as a global brand in 2003, and "Panasonic ideas" "for life" as a global brand slogan, its meaning is: Panasonic Group employees around the world must unite and continue to provide valuable goods and services to customers around the world through research and development, manufacturing, sales, and services, and realize the dream of a vibrant future. , a dotted digital network society, contribute to human prosperity and social development, and protect the global environment and realize the coexistence of humans and the earth. This also marks Panasonic’s active innovation in brand strategy in the new era and new system in order to challenge the “Global N0.1 Enterprise”.

With the debut of Japan’s Panasonic Electric Co., Ltd.’s world’s first Panasonic brand refrigerator in Shanghai, Tomiichi Ise, the new chairman of Panasonic Electric (China) Co., Ltd., announced that Panasonic’s world’s No. 1 brand has officially launched . Starting from March 2004, Panasonic will completely replace National, and National will fade out of people's sight.

As a well-known international company, Panasonic has chosen a single comprehensive brand Panasonic after implementing a dual-brand strategy for many years. The new chairman of Panasonic's Chinese company explained the fundamental reason for Panasonic's major brand strategic decision: Panasonic and National, owned by Panasonic, often confuse users' brand concepts and greatly disperse Panasonic's brand resources, which is not conducive to strengthening Panasonic's overall competitiveness. Therefore, Panasonic decided to use Panasonic as a unified brand trademark in global overseas markets.

Panasonic has transformed from a multi-brand strategy into a single comprehensive brand strategy, which can give full play to the advantages of the comprehensive brand strategy: save the cost of brand building; concentrate all resources to create a unified brand, and enhance the comprehensive brand in Visibility, reputation and association in the target market; establish market positioning with a unified brand image to make its personality more distinctive; integrate the company's various resources with a comprehensive brand to establish the unity of a strong brand commensurate with Panasonic's international market position image.

Based on the above analysis, we can see that the brand strategies of well-known Japanese international companies have their own characteristics: Sony has achieved deep extension in the field of electronic products with a single brand; Seiko Watches uses different brands to separate the target customers of its products and services. group and price positioning; Toyota has launched different brands in stages to promote the company's innovative spirit and meet the needs and preferences of customers in different periods; Shiseido has achieved differentiated marketing and maximized use of brand value with differentiated internal and external brand strategies , winning a wider consumer group; Panasonic shifted from a multi-brand strategy to a unified brand strategy to establish a unified global brand image. The brand operation experience of these internationally renowned Japanese companies is worthy of reference by Chinese companies.