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was a brand used by
Panasonic Corporation formerly is a major Japanese multinational Multinational may refer to: * Multinational corporation, a corporate organization operating in multiple countries * Multinational force, a military body from multiple countries * Multinational state ...

Panasonic Corporation
(formerly Matsushita Electric Industrial Co., Ltd.) to sell
home appliances A home appliance, also referred to as a domestic appliance, an electric appliance or a household appliance, is a machine which assists in household A household consists of one or several persons who live in the same dwelling In law, a dw ...
, personal appliances, and industrial appliances. Neither
National Semiconductor National Semiconductor was an American American(s) may refer to: * American, something of, from, or related to the United States of America, commonly known as the United States The United States of America (USA), commonly known as the U ...
nor
National Car Rental National Car Rental is an American rental car A car rental, hire car, or car hire agency is a company that rents automobile A car (or automobile) is a wheeled motor vehicle Electric bicycles parked in Yangzhou's main street, Wenchan ...
are related to Panasonic or the "National" brand.


History

Before present-day
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...
produced appliances under the name, the National
brand A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brands are used in business Business is the activity of making one's living or making mon ...

brand
was first used by Konosuke Matsushita's electric firm to sell his battery-powered bicycle lamps, hoping that they would be a product used by all of
Japan Japan ( ja, 日本, or , and formally ) is an island country An island country or an island nation is a country A country is a distinct territory, territorial body or political entity. It is often referred to as the land of an in ...

Japan
, hence the name "National". It was arguably the first well-known brand of Japanese electronics. National was formerly the premier brand on most Matsushita products, including audio and video and was combined in 1988 as National Panasonic after the worldwide success of the
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...
name. After 1980 in
Europe Europe is a continent A continent is any of several large landmass A landmass, or land mass, is a large region In geography Geography (from Greek: , ''geographia'', literally "earth description") is a field of scienc ...

Europe
, and 1988 in
Australia Australia, officially the Commonwealth of Australia, is a Sovereign state, sovereign country comprising the mainland of the Australia (continent), Australian continent, the island of Tasmania, and numerous List of islands of Australia, sma ...

Australia
and
New Zealand New Zealand ( mi, Aotearoa ''Aotearoa'' (; commonly pronounced by English English usually refers to: * English language English is a West Germanic languages, West Germanic language first spoken in History of Anglo-Saxon Engl ...

New Zealand
, Matsushita ceased the usage of the "National" brand, and sold audiovisual products exclusively under the
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...

Panasonic
and Technics brands. Matsushita never officially used the National name in the
United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country Continental United States, primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., ...

United States
, due to the trademark being already in used by National Electronics. The brand made a brief appearance in 2003 on Rice Cookers, Meat grinders and a handful of small kitchen appliances. In addition, National rice cookers were imported for sale in many
Asian-American Asian Americans are Americans Americans are the Citizenship of the United States, citizens and United States nationality law, nationals of the United States of America.; ; ''Ricketts v. Attorney General''897 F.3d 491, 494 n.3 (3d Cir. 20 ...
markets. National was well known throughout
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Asia
as a reputable manufacturer of domestic appliances such as
rice cooker A rice cooker or rice steamer is an automated kitchen appliance designed to boil or steam rice. It consists of a heat source, a cooking bowl, and a thermostat. The thermostat measures the temperature of the cooking bowl and controls the heat. ...
s. In 2004, the "National" brand was gradually phased out in
Asia Asia () is Earth's largest and most populous continent, located primarily in the Eastern Hemisphere, Eastern and Northern Hemisphere, Northern Hemisphere of the Earth, Hemispheres. It shares the continental landmass of Eurasia with the cont ...

Asia
, the penultimate market it was used in, with most products being rebranded under the
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...

Panasonic
brand after the company decided to unify all their businesses under the
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...

Panasonic
brand for greater recognition. Due to its historical significance and recognition in Matsushita's native
Japan Japan ( ja, 日本, or , and formally ) is an island country An island country or an island nation is a country A country is a distinct territory, territorial body or political entity. It is often referred to as the land of an in ...

Japan
, non-audiovisual Matsushita products (mostly
home appliances A home appliance, also referred to as a domestic appliance, an electric appliance or a household appliance, is a machine which assists in household A household consists of one or several persons who live in the same dwelling In law, a dw ...
or
white goods A major appliance, also known as a large domestic appliance or large electric appliance or simply a large appliance, large domestic, or large electric, is a non-portable or semi-portable machine used for routine housekeeping tasks such as cooking, ...
) were branded "National" until October 1, 2008. As of October 1, 2008, Matsushita changed its company name to Panasonic Corporation. Non-audiovisual products that were branded "National" in Japan are currently marketed under the "Panasonic" brand.


Bicycle Manufacturing

National
bicycles A bicycle, also called a bike or cycle, is a human-powered or motor-powered, pedal-driven, single-track vehicle A single-track vehicle is a vehicle that leaves a single ground track as it moves forward. Single-track vehicles usually have ...

bicycles
were imported into the
United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country Continental United States, primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., ...

United States
under the
Panasonic formerly is a major Japanese multinational corporation, multinational Conglomerate (company), conglomerate company, headquartered in Kadoma, Osaka, Kadoma, Osaka Prefecture, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...

Panasonic
label. The brand was known for producing high quality cycles at a relatively low price, as the result of a very high degree of factory
automation Automation describes a wide range of technologies that reduce human intervention in processes. Human intervention is reduced by predetermining decision criteria, subprocess relationships, and related actions — and embodying those predeterm ...
and a resultingly low labor force with attendant savings in salaries and benefits. One of their models featured the unusual
Shimano is a Japanese multinational Multinational may refer to: * Multinational corporation, a corporate organization operating in multiple countries * Multinational force, a military body from multiple countries * Multinational state, a sovereign stat ...

Shimano
front freewheel system.


Advertising campaigns

* In 1960, National launched a
tokusatsu is a Japanese term for live action Live action (or live-action) is a form of cinematography Cinematography (from ancient Greek κίνημα, ''kìnema'' "movement" and γράφειν, ''gràphein'' "to write") is the art of Film, mo ...
series, co produced by
Toei
Toei
, called '' National Kid'', in a clear merchandising effort. The series wasn't popular in its home market, but attained cult status in
Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At 8.5 million square kilometers (3.2 million square miles) and with over 211 mill ...

Brazil
. * In 1976, the Swedish band
ABBA ABBA ( , ) are a Swedish pop group formed in Stockholm Stockholm (; ) is the capital Capital most commonly refers to: * Capital letter Letter case (or just case) is the distinction between the letters that are in larger upp ...

ABBA
shot some ads promoting National. They were broadcast in
Western Europe Western Europe is the western region of Europe Europe is a continent A continent is any of several large landmasses. Generally identified by convention (norm), convention rather than any strict criteria, up to seven geographical r ...

Western Europe
,
Australia Australia, officially the Commonwealth of Australia, is a Sovereign state, sovereign country comprising the mainland of the Australia (continent), Australian continent, the island of Tasmania, and numerous List of islands of Australia, sma ...

Australia
,
New Zealand New Zealand ( mi, Aotearoa ''Aotearoa'' (; commonly pronounced by English English usually refers to: * English language English is a West Germanic languages, West Germanic language first spoken in History of Anglo-Saxon Engl ...

New Zealand
,
Japan Japan ( ja, 日本, or , and formally ) is an island country An island country or an island nation is a country A country is a distinct territory, territorial body or political entity. It is often referred to as the land of an in ...

Japan
,
Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

Philippines
and
Thailand Thailand ( th, ประเทศไทย), historically known as Siam, () officially the Kingdom of Thailand, is a country in Southeast Asia. It is located at the centre of the Mainland Southeast Asia, Indochinese Peninsula, spanning , wi ...

Thailand
. * In 1978,
J-pop J-pop ( ja, ジェイポップ, ''jeipoppu''; often stylized as J-POP; an abbreviated form of "Japanese popular music"), natively also known simply as , is a musical genre that entered the musical mainstream of Japan Japan ( ja, 日本, ...
duo Pink Lady appeared in several commercials promoting National's air conditioner and Pepper portable transistor radio. * In the 1980s a promotion was made in Japan for National TV, using the cat "Chatran" also known as "Milo" from
Fuji TV JOCX-DTV, virtual channel In most telecommunications Telecommunication is the transmission of information by various types of technologies over , radio, , or other systems. It has its origin in the desire of humans for communicatio ...

Fuji TV
's 1986 theatrical feature film ''The Adventures of Milo and Otis'' (''Koneko Monogatari''). The commercial features some segments of the movie, then shows "Chatran"/"Milo" with a human companion.


References


External links


Panasonic products website

Brand History, Matsushita Electric Industrial Co., Ltd.



ABBA TV commercials promoting National Brand (From YouTube)


* ttps://www.youtube.com/watch?v=108ykuI9Fss National Brand TV commercial cross promoting "The Adventures Of Milo & Otis"/The Adventures Of Chatran" from 1986 (From YouTube)
Ohmura Electric Industry plc.
{{Japanese Electronics Industry Panasonic Corporation brands Consumer electronics brands
Japanese brandsJapanese brands: Japan , image_flag = Flag of Japan.svg , alt_flag = Centered deep red circle on a white rectangle , image_coat = Imperial Seal of Japan.svg , alt_coat ...
Products introduced in 1927