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Panasonic Launches Comprehensive Brand Effort

9/30/2002 02:00:00 AM Eastern

Matsushita Electric Corporation of America, maker of the Panasonic brand, is launching a $100 million-plus advertising and marketing campaign in the United States this fall that will have the company's brand reflect core ideas behind its entire range of consumer and business products.

The print and television messages, which will extend through Matsushita's fiscal year, ending in March 2003, will consolidate existing and future Panasonic advertising and marketing efforts under the theme "Ideas for Life." These will offer consistent designs and messages for products as diverse as DVD recorders, broadcast studio equipment and robot welding machines.

"Thanks to developments in digital technology, products for the home, workplace and mobile professionals now have much more in common," said Don Iwatani, chairman/CEO of Matsushita Electric Corp. of America.

"Over the past few years, we have re-deployed and integrated our 10 Panasonic sales companies to take advantage of these technology and market trends. Together, they represent over $8 billion in business a year.

"With this kind of scale, we want to ensure that the Panasonic brand stands for the superb ideas behind each of our products, but the brand also needs to reflect the increased integration between all our product lines. That's what will build the brand's power," Iwatani said.

The company's Ideas for Life message is expected to permeate all aspects of how it presents itself to customers and business partners. With all sales companies echoing the same Panasonic message within a consistent design system, it is anticipated that Matsushita can maximize its brand image, while supporting specific sales goals.