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CONSUMEREADY 2006: Panasonic Handset Brand Image in Japan Product Image

CONSUMEREADY 2006: Panasonic Handset Brand Image in Japan

  • Published: March 2006
  • Region: Japan
  • 32 pages
  • IE Market Research Corp

CONSUMEREADY™ provides detailed branding information on countries and companies from our on-going international consumer surveys. CONSUMEREADY™ provides detailed demographic information on brand strengths and marketing strategies that are crucial to know when competing in international markets. This report discusses our finding that 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. 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. The insight provided by this report will be of immense utility to those seeking to benefit from this companys position.

Panasonic Overall Brand Awareness
Panasonic Brand Strength Relative to Competitors
Panasonic Brand Weaknesses Relative to Competitors
Branding Action

Panasonic Age Determinants of Brand Strength
Panasonic Income Determinants of Brand Strength
Panasonic Educational Determinants of Brand Strength
Panasonic Brand Strength Relative to Competitors by Age
Panasonic Brand Strength Relative to Competitors by Income Group
Panasonic Brand Strength Relative to Competitors by Education

Panasonic Brand Strength Indicators:
Panasonic Share of Mind by Income-Education
Panasonic % Cool by Income-Education
Panasonic % Creative by Income-Education
Panasonic % Reliable by Income-Education
Panasonic % Good Value by Income-Education
Panasonic % Cheap by Income-Education
Panasonic % Technically Advanced by Income-Education
Panasonic % Good Service by Income-Education

Panasonic Share of Mind by Income-Age
Panasonic % Cool by Income-Age
Panasonic % Creative by Income-Age
Panasonic % Reliable by Income-Age
Panasonic % Good Value by Income-Age
Panasonic % Cheap by Income-Age
Panasonic % Technically Advanced by Income-Age
Panasonic % Good Service by Income-Age

Annex A: Methodology for IEMR’s 2005 – 06 Brand Image Survey
Disclaimers and Disclosures

Note: Product cover images may vary from those shown

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