The document compares the branding of refrigerators by Panasonic and Walton. Panasonic is a large, global multinational company founded over 100 years ago with strong brand recognition worldwide. In contrast, Walton is a newer, Bangladesh-centered company. While Walton refrigerators are more affordable and accessible to middle-income Bangladeshis, Panasonic refrigerators are seen as higher quality but more expensive and preferred by wealthy customers due to its strong global brand. Both companies aim to provide quality, stylish refrigerators with good capacities and technologies to keep food fresh while saving energy.

1. Panasonic V Walton
Focused on Refrigerators
SM Masfiqur Rahman
1. Brand:
From the definition of branding, a brand is a product, service, or
perception that helps to distinguish and make the particulars alluring
to the public from other products, services, or concepts. Branding is
mostly essential to make the product or corporation acceptable,
profitable and satisfactory to public, owners and clients.
If we compare the branding of Panasonic and Walton we can make
some distinctions which are depicted below:
i) Panasonic is worldwide recognized, a multinational company, head
office located in Japan, founded in 1918, which has now 475
consolidated companies. So, throughout the century Panasonic
brand name has been disseminated to billions of people around
the world. Brand name has been established by high-quality of
products, beautiful designs, and good services. Likewise,
Panasonic‟s Refrigerator is already a branded product by its
services, design, and quality along with other products of
Panasonic.
ii) On the other hand, if we compare Walton brand with Panasonic
brand, Walton is comparatively new organization. Walton brand
name is a surname or place-name of Anglo-Saxon origins. It
derives of a topographical site with the suffix "tun" (town, farm or
hamlet) and the prefixes "wald" (a wood), "walesc" (foreigner) or

2. "walh", a farm worker. It was founded in 1977 as a trading company
later it became a corporation, mainly Bangladesh centered
company. However, as time passing, Walton brand is becoming
recognized globally and exporting more than 17 countries of its
different products like Refrigerators, mobile and other electronics
appliances. Though Walton is introducing new design, shape, color
for Walton refrigerators, brand value is less than Panasonic‟s
refrigerators because of quality, age, and recognition. Walton‟s
refrigerators are mostly made for Bangladeshi middle income
people. So, Walton refrigerator‟s inner-quality and price should be
affordable to Bangladeshi middle income family. Therefore, the
brand value of Walton refrigerators‟ is limited to few numbers of
people in comparing with Panasonic refrigerators.
2. Level :
Both Panasonic and Walton have different varieties refrigerators,
freezers. Currently, Walton has four types of refrigerators : such as
Direct-Cool Refrigerator, Non-Frost Refrigerator, Freezer, Beverage
Cooler.
Walton Direct Cool Refrigerators

3. Walton Beverage Cooler
Similarly, Panasonic has a range of refrigerators, freezers. They have a
special type of Pharmaceutical Refrigerator with freezer which is also come
in different designs.
It is suitable for Hospital for keeping medicines, Lab, Pharmacy etc.
Core Benefits: Customers usually buy the refrigerators to fridge the
foods so that they can keep it fresh and fit for consumption. Both
Panasonic and Walton try to fulfill the core benefits of the refrigerators
to the customers Walton compressors are specially designed for

4. Bangladesh.In that case, Walton uses nanotechnology and copper
condenser which ensures foods‟ longevity. Both companies uses some
technologies to save electricity. For example, Panasonic uses Econavi –
energy saving technology and Walton uses LED lights.Recently,
Panasonic also using microcomputer and different sensors to sense
and operate temperature, food quality etc. It has introduced CFC free
refrigerator too which is environment friendly.
Actual Product: Walton and Panasonic both companies have beautiful
colored and stylish refrigerators which easily attract all classes people.
They have some flowered designed refrigerators which increase
aesthetic value of the refrigerators. Below some pictures included of
Walton and Panasonic refrigerators:

5. Features: Both Walton and Panasonic have refrigerators which have good
capacity ,door locking, cool lock technology , transparent interiors etc.
Augmented Benefits: Walton gives 8 years warranty for the compressor of any
refrigerator. Throughout the Bangladesh they have many distributors, customer care
centers. Likewise, Panasonic has customer care and services throughout the world.
In Bangladesh, Middle class people and poor people do buy Walton refrigerators as
price is comparatively lower than other refrigerators. On the other hand, Panasonic
refrigerators are preferable to rich people because the quality is better, price is
reasonable, and multinational service.
Logo and Slogans: Firstly, we are analysing Walton‟s slogans are
illustrated below:
" আমাদের পণ্য", "It's Our Product"

6. „Amader Ponno‟ meaning “It is Our Product” a slogan which really
attracts Bangladeshi customers. The slogan tells the Bangladeshi
people that we are very close; we have cherished relation, so our
products are your products.
Another slogan of Walton is that “দেশীয় পণ্য কিদে হও ধেয” –meaning
“Buy Country Products and be Blessed” which also calls Bangladeshi people
that buy the products which belong to your own country , and be blessed
because you are helping your own country, and yourself too. The slogan is
country based and business purpose slogan. It does not tell people about the
quality of the products. It also indirectly does force people that you buy your
country product.
Accordingly, Panasonic has different slogans, as example:

7. “Ideas for Life” –does tell us that Panasonic is closely related with life, the
ideas,conception, reserach,technology which helps people to develop for a better
world, for a comfortable world. Panasonic slogan is enticing the whole world, it
catch the peoples’ mind. This slogan is technoligy based, but touchy.No business
intention does express the slogan. Panasonic understand that people do not take
fairly when the company has a mind to make profit in exchange of the products.
That is why Panasonic is a renowned company throughout the world.
Though Panasonic‟s logo looks like very simple, it‟s age , multinational brand
value make it alluring to clients .
On the other hand, creativity has been applied to Walton‟s logo ; however,
the logo is old fashioned. Old fashioned logo , and local brand value makes it
less valuable to customers.