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单品牌与多品牌的辩证法(Dialectics of single brand and multi brand)
单品牌与多品牌的辩证法(Dialectics of single brand and multi brand)
Panasonics global single brand strategy began in July 21, 2003, following the appearance of Panasonic, the worlds first Panasonic branded refrigerator in Shanghai. Once familiar with and used for nearly a hundred years, with national trademarks of Panasonic, all household electrical appliances will gradually talk about peoples vision, withdraw from the market, and Panasonic brand is a comprehensive alternative. Panasonic global single brand strategy has not only represents the transformation of Panasonic brand strategy, but also to bring all sorts of questions on brand awareness: why Panasonic will give up to their numerous glory National brand? Why should Panasonic spend 20 billion yen to unify its brand? Why should Panasonic use a unified Panasonic brand? Is the multi brand strategy out of date? Is a single brand strategy better than a multi brand strategy?
Change from multi brand to single brand: brand contraction
Panasonic began to give up since 1918 the use of the fortune brand National, the original white goods brand National from Japan Matsushita overseas market, the outside of the unified brand, retain the single brand Panasonic, positioning Panasonic as a global brand, which is changing Panasonic brand strategy. For the purpose of maintaining and strengthening the brand assets, it is the brand contraction that the original multiple brands are strategically reduced to form a more rational and effective brand framework. Brand contraction is not a waiver, but a strategic adjustment of purpose, a defense for better attack.
National is the founder of Panasonic and Konosuke Matsushita created to reflect the ideal for the state and the people benefit brand, and especially from the Japanese government approved the use of Panasonic, is a sign of glorious history. Panasonic was in 1961, when Panasonic wanted to enter the North American market, and found that National trademark has long been registered and began
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