The brand strategy, which starts in the second half of this year, will also apply to products in Southeast Asia and the Middle East, a company official said.

Matsushita already uses only the Panasonic label in the United States and Europe. But in the rest of the world, including Asia, the Middle East and its Japanese homeland, it still has a dual market presence.

After its products are rebadged, the National brand will only be used in Japan where it originated, the official said.

The change in brand strategy is driven by the company's need to consolidate its marketing efforts under the Panasonic brand which covers over 90 per cent of sales outside Japan, the official said.

The company would position Panasonic "as its main global brand in order to strengthen brand competitiveness in China and worldwide," he said.

In China, the National badge can be found on washing machines and refrigerators, with the Panasonic banner used for more glamorous electronic goods, including televisions, DVD machines and computers.

A new global brand campaign will be launched with the slogan "Panasonic ideas for life" , the official added.

The slogan will be incorporated in all of the company's corporate communications and advertising worldwide.

National was the brand name picked out by company founder Konosuke Matsushita in 1925.

However, it could not be used when Matsushita first tackled the North American market, as it was already owned by another company.

Consequently, the Panasonic brand was introduced for exports in 1955.

(China Daily May 6, 2003)