Domestic brands, domestic and international brands Panasonic.

Panasonic has two English brands. In product marketing, Panasonic uses National in Japan and Panasonic overseas. National brands were born before Panasonic. Let's take a look at the history of these two brands.

When Kōnosuke Matsushita, the founder of Panasonic Corporation, was an apprentice, he often saw the English word "international" in newspapers. He looked it up in the dictionary and found that it means "international", and removed "international" and "country" means "country". As a term of the times, "national" has a fashionable feeling, and it is Panasonic's ultimate goal to make its products a national necessity. Therefore, Panasonic used "Nation" as the trademark brand for the first time when selling artillery headlights, which showed that Kōnosuke Matsushita was proud of its national industry and took the country's prosperity as its own responsibility.

With the continuous growth of enterprises, Panasonic's products began to be sold all over the world. National brands emphasize nationality, not cosmopolitanism, which obviously does not conform to the background of Panasonic's internationalization. Therefore, Panasonic decisively launched Panasonic as a trademark of overseas products, established a good brand image with Panasonic, and launched new products to occupy the market.

Carry out the global unified brand Panasonic

In order to improve the global market competitiveness and brand value, Panasonic began to unify "Panasonic" into a global brand in 2003, and took "Panasonic Creative Life" as the global brand slogan. Its significance lies in that employees of Panasonic Group should unite to provide valuable goods and services to customers all over the world through R&D, manufacturing, sales and service. Make contributions to the realization of vigorous dreams, a dotted digital network society, the prosperity and social development of mankind, the protection of the earth's environment and the realization of a society in which human beings coexist with the earth. This also marks the positive innovation of Panasonic's brand strategy in the new era and new system to challenge the "global enterprise no. 1".

With the appearance of Panasonic's first Panasonic brand refrigerator in Shanghai, Yi Shi Fuyi, the new chairman of Panasonic (China) Co., Ltd., announced that Panasonic's first brand in the world was officially launched. From March 2004, Panasonic will completely replace National, and National will fade out of people's sight.

Panasonic, as a famous international company, has chosen a single comprehensive brand Panasonic after implementing the dual-brand strategy for many years. The new chairman of Panasonic China Company explained that the fundamental reason for Panasonic's major brand strategy decision is that Panasonic and citizens often confuse the brand concept of users, which greatly disperses Panasonic's brand resources and is not conducive to enhancing Panasonic's overall competitiveness. Therefore, Panasonic decided to use Panasonic as a unified brand trademark in the global overseas market.

Panasonic's transformation from multi-brand strategy to single comprehensive brand strategy can give full play to the advantages of comprehensive brand strategy: saving brand construction costs; Concentrate all resources to build a unified brand and enhance the popularity, reputation and association of comprehensive brands in the target market; Establish market positioning with a unified brand image to make its personality more distinct; Integrate various resources of the company with comprehensive brands, and establish a unified and strong brand image commensurate with Panasonic's international market position.

Based on the above analysis, we can see that the brand strategies of internationally renowned Japanese enterprises have their own characteristics: Sony has achieved a deep extension in the field of electronic products with a single brand; Seiko watch separated the target customers and price positioning of different brands of products and services; Toyota 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 the use of brand value with different brand strategies at home and abroad, and won a wider consumer group. Panasonic has changed from a multi-brand strategy to a unified brand strategy to establish a global unified brand image. The brand operation experience of these internationally renowned Japanese enterprises is worth learning from China enterprises.