National (brand)

National
Native name	ナショナル
Industry	Electronics; Home appliances;
Founded	Osaka, Japan (1927)
Founder	Kōnosuke Matsushita
Defunct	1980 (Europe); 1988 (Australia/New Zealand); 2004 (Asia); October 1, 2008 (Japan);
Successor	Panasonic
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) was a brand used by Panasonic Corporation (formerly Matsushita Electric Industrial Co., Ltd.) to sell home appliances, personal appliances, and industrial appliances.

Several similarly-named companies exist, such as National Cash Register, National Semiconductor, National Car Rental, National Book Store and National Grid Corporation of the Philippines, but none of them are related to the National brand.

History

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 use by National Cash Register. 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 were imported for sale in many Asian-American 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 penultimate 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.

Several models of National-branded kerosene-based heaters were recalled due to a failure in the air supply hose which would allow carbon monoxide to leak into the room.^[1] The recall effort began in November of 2005 after a fatal accident in January of the same year.^[2]

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 October 1, 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.^[3]
In 1976, the Swedish band ABBA shot some ads promoting National. They were broadcast in Western Europe (Belgium, France, Netherlands, Switzerland, and West Germany), Australia, New Zealand, Japan, Philippines and Thailand.
In 1978, J-pop duo Pink Lady appeared in several commercials promoting National's air conditioner and Pepper portable transistor radio.
In the 1980s a promotion was made in Japan for National TV, using the cat "Chatran" also known as "Milo" from Fuji TV's 1986 theatrical feature film The Adventures of Milo and Otis (Koneko Monogatari). The commercial features some segments of the movie, then shows "Chatran"/"Milo" with a human companion.

References

^ "引き続き、お客様へのお願いです　ナショナルFF式石油暖房機を探しています" (in Japanese). Panasonic. 1 October 2008.{{cite web}}: CS1 maint: url-status (link)
^ "NITE Alert_68". National Institute of Technology and Evaluation. 29 November 2005.{{cite web}}: CS1 maint: url-status (link)
^ "National Kid (Nashônaru Kiddo – 1960)". InfanTV.

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)
(in Japanese) Ohmura Electric Industry plc.^{[permanent dead link]}

[1] "引き続き、お客様へのお願いです　ナショナルFF式石油暖房機を探しています" (in Japanese). Panasonic. 1 October 2008.{{cite web}}: CS1 maint: url-status (link)

[2] "NITE Alert_68". National Institute of Technology and Evaluation. 29 November 2005.{{cite web}}: CS1 maint: url-status (link)

[3] "National Kid (Nashônaru Kiddo – 1960)". InfanTV.

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