National (brand)
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National is a brand used by Matsushita Electric Industrial Co., Ltd. to sell home appliances, personal appliances, and industrial appliances and was the first name 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, 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 often combined as "National Panasonic" after the worldwide success of the Panasonic name.
After 1980 (1989 in Australia& New Zealand), Matsushita ceased the usage of National in Europe and sold audiovisual products exclusively under the Panasonic and Technics nameplates. Perhaps due to copyright issues, Matsushita never officially used the National name in the United States, except for early imported products, but rice cookers bearing the National name, imported from Japan, can be found at many ethnic Asian markets in the United States.
National is well-known throughout Asia as a reputable manufacturer of domestic appliances, such as rice cookers and electric fans. In 2004, the "National" brand was gradually phased out in Asia, the last market it was used in, with most products being rebadged under the "Panasonic" brand due to trademark restrictions with other companies worldwide containing "National" in their name and Matsushita's desire to unify their businesses under the Panasonic name for greater recognition.
Due to its historical significance and recognition in Matsushita's native Japan, non-audio/visual Matsushita products (mostly home appliances or White goods) are still branded "National" as of 2007.
Neither National Semiconductor nor National Car Rental are related to Matsushita or the "National" brand.
National bicycles were imported into the United States under the 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 and a resultingly low labor force with attendant savings in salaries and benefits. One of their models featured the unusual Shimano front freewheel system.
[edit] Trivia
- In 1960, National launched a tokusatsu series called National Kid, in a clear merchandising effort. The series wasn't popular in its home market, but attained cult status in Brazil.[citation needed]
- In the 1970's, the swedish band ABBA shooted some ads promoting National. They were broadcasted in Australia.
[edit] External links
- (Japanese) National Electric homepage
- (English) Brand History, Matsushita Electric Industrial Co., Ltd.
- (English) The National brand: 1927
- (English) ad sung by ABBA
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| Matsushita Electric Industrial Co. Ltd. |
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Subsidiaries: Panasonic | National | Technics | Quasar | JVC (50% shareholding) |
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Annual Revenue: 8,713 billion Yen ( |
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