As part of its efforts to consolidate its position as the leader in consumer electronics in the Middle East, Panasonic has recently announced its international brand strategy and campaign for the region. In addition, the conglomerate also introduced Lebanese singer Amal Hijazi as its brand ambassador for 2003 in the region.
Introducing its new global branding concept slogan of "PANASONIC ideas for life", the company will be implementing a worldwide brand strategy in the Middle East. The new slogan is reflective of Panasonic's aim to redefine its brand value, which will deliver ideas that are valuable and beneficial to their customers in their daily life.
"At Panasonic, we are driven by the needs and requirements of our customers, who are of immense significance to us. The name Panasonic is built on quality and trust," said Shoji Itoh, managing director, Panasonic Marketing Middle East FZE.
"Our new brand strategy will help us increase our brand equity and provide added value to our customers. From this emerges our core concept of "Ideas" which will deliver Panasonic's brand value. We hope to ensure the smooth flow of ideas to create new products and services that are extremely valuable to our customers in their daily lives.”
"PANASONIC ideas for life" will be our new global branding initiative and will represent our business philosophy - "to always stay close to our customers and create valuable products to enhance their life and the society."
"Ms. Hijazi is symbolic of all that represents the new brand line message to the customers. As Panasonic's first ever brand ambassador for the Middle East, we are sure that this initiative will be of immense value and she will create an emotional tie between Panasonic and our customers in this region," said Itoh.
"It is only fitting that one of the leading singers in the Middle East is associated with the leading consumer electronic company in the region. This move reflects our commitment to the Middle East, as she will represent Panasonic's innovation, its futuristic vision through mass media ads and shop front. It will also prove to be vital in widening our target audience, thus resulting in a significant increase in our market share in the region." — (menareport.com)
© 2003 Mena Report (www.menareport.com)
