The brand promise is a declaration that expresses the spirit of our Basic Management Objective, which constitutes a part of our management philosophy, in a way that is easy for people to understand. “Recognizing our responsibilities as industrialists, we will devote ourselves to the progress and development of society and the well-being of people through our business activities, thereby enhancing the quality of life throughout the world.” Our Basic Management Objective was established in 1929 and was later revised to become our management philosophy today. It clearly states Panasonic’s mission, which is to contribute to progress of society and the well-being of people worldwide through our business activities.
The brand promise shares the spirit of our Basic Management Objective with customers and partners in the form of a promise by the Panasonic brand to customers.
Basic Management Objective
“Creating a Better Life”
This is a declaration that Panasonic’s field of business remains that of “life”. It also expresses the fact that Panasonic’s business objective is to create a “better life”. Since the definition of the “better life” that customers seek varies among countries and regions and also changes with the times, all Panasonic employees need to think about what comprises a “better life” at each location and moment in time in order to identify and create a “better life” for customers.
“Contributing to the evolution of society and to the happiness of people around the globe”
This states that Panasonic’s operations are global and that Panasonic’s mission is to gain a clear understanding of the local lifestyle, culture, and market in each location around the world in order to continue contributing to the happiness of the people in that location. It also expresses that the objective of Panasonic’s business operations is not merely corporate profit, but rather to contribute to people’s happiness and the development of society. One example is Panasonic’s efforts — in all its business activities — to tackle environmental problems and other issues that the world faces.
For Panasonic this word means “start anew every day.” The company and the brand are continuously evolving according to peopleʼs tastes, needs, and the changing times.