David Blecken
Sep 26, 2017

B2B brand transition proves tough for Canon and Panasonic: Interbrand

A global study by the branding specialist shows the hardware giants struggling, but Japanese carmakers give cause for optimism.

Image from Canon's recent Millennial-focused campaign in Europe

Canon and Panasonic are finding it difficult to mobilise themselves as credible B2B brands, according to analysis from Interbrand.

Interbrand’s annual Best Global Brands’ ranking of 100 brands worldwide saw Canon slide 10 places to 52 and Panasonic seven places to 75.

In an interview following a press conference in Tokyo, Masahito Namiki, president and CEO of Interbrand Japan, suggested the companies were struggling to leverage the equity they had built up...

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