Matsushita Electric Industrial Co., Ltd., known for its Panasonic and National brand names, announced today that the company would position Panasonic as its main global brand. That brand will be
backed with a new brand slogan 'Panasonic ideas for life' that reflects "the customer-focused strategy behind the development of Panasonic products." The slogan will be incorporated in all of the
company's corporate communications and advertising messages worldwide. According to a statement, the change in brand strategy comes from the company's strong needs to consolidate its brand
communications efforts under the 'Panasonic' brand which covers over 90% of sales outside Japan. Matsushita Electric adopted the brand name 'National' in Japan in 1927 at the initiative of the
founder, Konosuke Matsushita. The 'National' brand name became a very popular household name in Japan and was also increasingly used in overseas markets. The Panasonic brand was first introduced in
1961 in the U.S. where the 'National' brand name had been registered by others and therefore, could not be used. Building on the successful brand recognition of Panasonic in the U.S., the company
started using the Panasonic brand name in Europe in 1979 and in other regions in the late 80's for products other than home appliances for which 'National' brand name continued to be used.