Panasonic to become main brand of Matsushita Electric, changes brand strategy

April 22, 2003

While the name Matsushita
Electric, might not be known to you, you will likely know the products of
Panasonic. Matsushita Electric, one of Japans electronic giants, picked the
Panasonic name because the 'National' brand name was already in use in the
United States. Panasonic is also much easier for western people
to pronounce. Many Japanese companies have adopted more western brand
names.

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.