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Home > Communications > Telecommunications > General Telecom
Panasonic Handset Brand Image in Japan
| Panasonic clearly needs to project an image where it excels in 2 - 3 brand quality areas. We recommend that these target areas need to be qualities for which its brand strength indicators are closest to its market share. These are: ‘cool’, ‘creative’, and ‘technically advanced’-- qualities that Panasonic has worked very hard to nurture in the recent past (see IEMR’s Japan Wireless Operator and Handset Manufacturer Outlook, 2006 - 2010). We think that Panasonic will be most successful if it targets its branding and marketing efforts in the handset domain toward Japanese consumers aged 35 - 55 years with incomes above $50,000 having a University education.
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