Panasonic unveils global brand strategy for the Middle East

In addition, the conglomerate also introduced Ms. Amal Hijazi, the renowned Lebanese singer, 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, here 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.'

'I would also like to take this opportunity to thank Ms. Amal Hijazi for undertaking this new role and welcome her to the Panasonic team. Panasonic is indeed delighted to be associated with a performer of such caliber,' he added.

'I am immensely pleased to be chosen to represent the Panasonic brand in the Middle East,' said Amal Hijazi, famous Lebanese singer and newly appointed Panasonic brand ambassador. 'This is indeed an exciting project and I would like to thank Panasonic in the Middle East for providing me with this opportunity. Ranked as the leading brand in the world, I am thrilled to be associated with them and I look forward to a strategic relationship. With an extensive target audience, Panasonic's commitment to innovation and technology is very commendable indeed,' she added.

'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 '

Ms. Amal Hijazi also launched a range of Panasonic audio-visual equipment at the press conference, which included the SV-AV20, comprising of the new 'D-Snap' SD Multi AV Device. The stylish units combine a digital video recorder, a digital still camera, a digital player with new SD-Jukebox software and a digital voice recorder. It also offers a user-friendly interface and improved video resolution. The ergonomically designed NV-GS70 digital video camera, which was also launched, employs a 3CCD camera system and offers a more expressive capability to include a 'Soft Skin Detail' function, which renders enhanced skin appearance. Aimed at families with young children, the NV-GS50 is designed to be extraordinarily user-friendly. With its ultra-compact and portable design, it is packed with a host of convenient and practical features. While the NV-DS 65 is a small and user-friendly video camera with network functions to enable connectivity using SD Memory Card, USB cable and application software.