National (brand)

National

Native name

| [ナショナル] Error: {{Lang}}: unrecognized language code: jp (help)
Industry|

* Electronics
* Home appliances

Founded| Osaka , Japan (1925 (1925))
Founder| Konosuke Matsushita
Defunct| October 1, 2008
Headquarters|

Kadoma, Osaka

Japan

Area served

| Worldwide
Products| home, personal and industrial appliances, bicycles
Parent| Panasonic Corporation
Website| [1]

National (ナショナル, Nashonaru) is a defunct brand used by Panasonic Corporation (formerly Matsushita Electric Industrial Co., Ltd.) to sell home appliances, personal appliances, and industrial appliances. Neither National Semiconductor nor National Car Rental are related to Panasonic or the "National" brand.

## Contents

* 1 History
* 2 Bicycle Manufacturing
* 3 Advertising campaigns
* 4 Taglines
* 5 References
* 6 External links

## History

National NE-6100 microwave oven

Before present-day Panasonic produced appliances under the name, the National 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 , 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 name.

After 1980 in Europe, and 1988 in Australia and New Zealand, Matsushita ceased the usage of the "National" brand, and sold audiovisual products exclusively under the Panasonic and Technics brands. Matsushita never officially used the National name in the 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 could be found on many Ethnic communities such as Asian markets.

National was well known throughout Asia as a reputable manufacturer of domestic appliances such as rice cookers. In 2004, the "National" brand was gradually phased out in Asia, the last market it was used in, with most products being rebranded under the Panasonic brand after the company decided to unify all their businesses under the Panasonic brand for greater recognition.

Due to its historical significance and recognition in Matsushita's native Japan , non-audiovisual Matsushita products (mostly home appliances or white goods) were branded "National" until September 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 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.

## Advertising campaigns

National-Panasonic logo

* In 1960, National launched a tokusatsu series, co produced by Toei, called National Kid, in a clear merchandising effort. The series wasn't popular in its home market, but attained cult status in Brazil .[1]
* In 1976, the Swedish band ABBA shot some ads promoting National. They were broadcast in Western Europe, Australia , New Zealand, Japan , Philippines and Thailand.
* In the 1980s a promotion was made in Japan for National TV, using the cat "Chatran" also known as "Milo" on the Columbia Pictures movie release "The Adventures Of Milo & Otis" (Koneko Monogatari). The commercial features some segments of the movie, then shows "Chatran"/"Milo" with a human companion.

## Taglines

Japan

* Human electronics (1970s-1980s)

Indonesia & Malaysia

* Always with you (1994-2002)

## References

1. ↑ "National Kid (Nashônaru Kiddo – 1960)". http://infantv.com.br/infantv/?p=9577.

## External links

* (in Japanese) Panasonic products website
* (in English) Brand History, Matsushita Electric Industrial Co., Ltd.
* (in English) The National brand: 1927
* (in English) ABBA TV commercials promoting National Brand (From YouTube)
* (in English) Background information on the making of the commercials, plus lyrics and voiceovers used
* (in Japanese) National Brand TV commercial cross promoting "The Adventures Of Milo & Otis"/The Adventures Of Chatran" from 1986 (From YouTube)

* v
* t
* e

Electronics industry in Japan

Companies|

| Current|

* Aiwa
* Alaxala Networks
* Alinco
* Alps
* Alpine
* Anritsu
* AOR
* Audio-Technica
* Brother
* Canon
* Casio
* Chino Corporation
* Citizen Watch
* Cosina
* D&M Holdings
* Denon
* Marantz
* Daikin
* Dainippon Screen
* Denso
* DNP
* Eiki
* Eizo
* Elecom
* Elpida
* ESP Guitars
* FANUC
* Fostex
* Fuji Electric
* Fujifilm
* Fuji Xerox
* Fujitsu
* Fujitsu Ten
* Funai
* Furuno
* Futaba
* Hamamatsu Photonics
* Hirose Electric
* Hitachi
* Clarion
* Hitachi Maxell
* Hoya
* Ibanez
* Ibiden
* Icom
* Ikegami Tsushinki
* Iwatsu
* Japan Display
* JEOL
* JRC
* JR Propo
* JVCKenwood
* JVC
* Kenwood
* Kawai
* Keyence
* Kioxia
* Kiramek
* Konica Minolta
* KO PROPO
* Korg
* Kyocera
* Luxman
* Mabuchi Motor
* Mamiya
* Maspro
* Melco
* Minebea
* Mitsubishi Electric
* Mitsumi Electric
* Murata Manufacturing
* Mutoh
* Nakamichi
* NEC
* NEC Casio Mobile Communications
* Nichia
* Nichicon
* Nidec
* Nidec Copal Corporation
* Nihon Dempa Kogyo (NDK)
* Nikon
* Nintendo
* Nippon Chemi-Con
* Nitto Denko
* NKK Switches
* OKI
* Olympus
* Omron
* Onkyo
* Integra Home Theater
* Orion Electric
* Panasonic
* Sanyo
* Pioneer
* Pixela
* Plextor
* Renesas Electronics
* Ricoh
* Pentax
* Riso Kagaku
* Rohm
* Roland
* Rubycon
* Sansui
* Sanwa Electronic
* Sega Sammy
* Sega
* Seiko Group
* Pulsar
* Seiko
* Seiko Epson
* Seiko Instruments
* Sharp
* Shimadzu
* Shindengen Electric Manufacturing
* Sigma
* Sony
* SNK
* Stanley Electric
* Star Micronics
* Stax
* Sumitomo Electric
* Taiyo Yuden
* Tamron
* TDK
* TEAC
* Tiger
* TOA Corporation
* Tokyo Electron
* Topcon
* Toshiba
* Uniden
* Ushio
* Wacom
* Yaesu
* Yamaha
* Yaskawa
* Zojirushi
* Zoom
* Zuken

|

Defunct|

* Akai
* Bronica
* Chinon
* Contax
* Konica
* Minolta
* National
* Norita
* Okaya Optical

Other|

* Electronic Industries Association of Japan
* INCJ
* Japan Electronic Industries Development Association
* Japan Electronics and Information Technology Industries Association
* Yagi–Uda antenna

* Category

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