TOKYO, Japan, August 29, 2001 -- Hitachi, Ltd. (NYSE:HIT/TSE:6501),
headquartered in Tokyo, today announced that in September, as part
of a brand management program introduced in April 2000, it will launch
a global brand campaign based on the value commitment of the Inspire
the Next corporate statement. One of the Hitachi's targets is
to increase the ratio of its overseas business to at least 50%. The
new campaign will double corporate advertising expenditures outside
of Japan and speed up the enhancement of Hitachi's brand value globally,
helping the company to achieve its target at an early stage.
To get ahead in a management climate
shaped by the ongoing globalization of business management and the
evolution towards a knowledge-based society, enterprises have to make
every effort to utilize their competitive superiority and maximize
their company value. For this, brands, which symbolize a corporate
vision, are becoming increasingly important as a management resource
for winning out in a time of megacompetition.
Against this business backdrop, in April
2000, Hitachi introduced a brand management program and defined Inspire
the Next as its corporate statement of value that is the promise
of the Hitachi brand. Inspire the Next contains Hitachi's
intention and commitment to continue to breathe new life into the
next era. The aim is to use a shared understanding by Hitachi's employees
of the value promised by the Hitachi brand as a basis for conducting
corporate activities in a consistent, integrated way, and to use a
sharing of the brand value among outside stakeholders to make Hitachi
a company people choose by brand.
Since April last year, in countries
outside of Japan, Hitachi has relied mostly on internal communications
to achieve a shared understanding among employees of the value commitment
of Inspire the Next. The upcoming global brand campaign
will be used to also communicate the value promised by the Hitachi
brand to stakeholders outside the company. In the past, corporate
advertising outside of Japan has focused on the principal business
areas of each region, with the format and message changing from region
to region. In the new campaign, however, the corporate intent of Inspire
the Next will be used as the basis for a series of advertisements
with uniform formats and messages. Along with the implementation of
the campaign, expenditures for overseas corporate advertising will
be doubled, and to further ensure uniformity and effectiveness, the
campaign will be handled by a single advertising agency, McCann-Erickson,
instead of the previous practice of using a different agency for each
region.
In terms of content, to get across Hitachi's
corporate intention of continuing to Inspire the Next,
the main focus of the advertisements will be information systems,
telecommunications and electronics, based on Hitachi's wide range
of business operations and high technological capabilities. The campaign
will target top and middle management in the United States, Europe
and Asia, and will be implemented from early September, using various
media including business magazines, cable TV and the Web. Campaign
site at http://global.hitachi.com/inspire/, will be launched on September
1st, 2001.
Hitachi, Ltd., headquartered in Tokyo,
Japan, is one of the world's leading global electronics companies,
with fiscal 2000 (ended March 31, 2001) consolidated sales of 8,417
billion yen ($67.9 billion*). The company manufactures and markets
a wide range of products, including computers, semiconductors, consumer
products and power and industrial equipment. For more information
on Hitachi, Ltd., please visit Hitachi's Web site at http://global.hitachi.com.
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