Following Japan's Footsteps: Blurring The Asian Image

You may be familiar with many Japanese and Chinese names of household electrical appliances, such as Panasonic, National, Sharp, Sony, Haier, Lenovo and TCL. But do you know how these names come from and why they appear as they are now? Actually, if we look at the history of the development of the electrical market, two different ways between Japanese and Chinese producers in their respective development may give a clue.

Japanese’s story

A famous Japanese brand Panasonic have officially replaced its original name ‘松下电器’ or ‘Matsushita’, which is the pronunciation of its Japanese name, with an international name Panasonic in Japan market. Its primary products are lamp holder, battery and radio. After World War Ⅱ, Matsushita cooperated with Philips to establish its role in the US market, producing television, fridge and washing machine under the western technical assistance. In order to make up for the lack of reputation of Japanese brand, Matsushita and Philips initiated the name of Panasonic, with an underlying meaning of ‘the perfect sound’—-‘Pan’ indicating integrity and ‘Sonic’ indicating sounds.

As a multinational company, Panasonic always meets a challenge of brand recognition. Western people may all know of Panasonic. However, in eastern society, especially in Japan and China, Matsushita or ‘松下’ will be much well known, even though they are actually the same brand. Therefore, the action of removing the ‘Japanese feel’ is a strategy to unify the name and expand its influence around the world.

Chinese’s stories

Likewise, Chinese producers such as Haier, which sounds like a German word, explored the global market under a seemingly international name. In Europe, when mentioning Haier, people will think of an advertising slogan—-Haier and Higher. More or less because of this, seldom people will relate Haier to a Chinese brand, even though it is actually the same with ‘海尔’ in Chinese Pinyin.

Another informative example is Lenovo. ‘Novo’ comes from Latin, meaning innovative and novelty; ‘le’ originates from legend; thus Lenovo has an indication of being legendarily creative. However, critics said it just sounds like an Italian dessert.

It seem Chinese enterprises are following Japanese to play word games with the customers. And they kind of play it well because nearly no people is clear about what Chinese brands are. Therefore, these seeming brand names do have their effect. According to a survey asking the American respondents to name at least one of the Chinese brands, 42% cannot think of any one and most people mentioned some that are not actually from China, like Samsung, Nissan or even Nike.

Name is only a tool and what should be concerned is that how this expedient measure can support its enterprise in a long term. Only when the relationship between corporation and customers are built upon the sensation and affection, a corporate can make its mark in the world. However, an even more influential ‘brand’ is shrouding all Chinese producers. It is ‘Made in China’. ‘Cheap, poor quality, mass and fake’ is a summary of what western people think about ‘Made in China’, which certainly cast a cloud over the way in which Chinese producers fight their places in the international market.

Comparison

At the time when Japanese corporations (like Panasonic) are trying to get rid of its national marks, Chinese corporations tend to follow Japan’s old marketing strategy by making up international names with a same purpose on knocking the door of the US market or global market and the underlying cause to conceal its lack of reputation.

However, when comparing both current Chinese corporations and Japanese corporations, we found that they are both going international yet with different reasons. Japanese give up the already built image (Japanese product is exquisite and of fine quality) and seek for a higher global platform; Chinese seem to blur customers’ eyes to share the market.

The question is whether following Japan’s old path is a good strategy nowadays in such a fast changing business environment. Do Chinese have abundant time to finish the path? Is it sustainable? Perhaps, a better way is to take a proactive role, to confront the negative attitudes toward ‘Made in China’ and to refine the brand of ‘Made in China’.

Note: This is the original article we summarized from

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