Toshiba’s New Brand to Reinforce Global Presence in Flat Panel TVs
TOKYO – Toshiba Corporation today unveiled a new brand name for a new line-up of large-sized flat panel TVs that the company will launch in the world market. With its new global brand, “REGZA”, Toshiba will underline the clear advantage of its TVs: an unsurpassed level of image quality. The first “REGZA” TVs will come to market in Japan on March 1st and product launches will follow overseas, including North America, Europe, China and other Asian countries. The adoption of “REGZA” as a unifying global brand for large-screen flat panel TVs will allow Toshiba to bolster the awareness of its TVs around the world, and is expected to provide a strong impetus in reinforcing the company’s TV business.
“REGZA” was coined from the literary German word “regsam” and connotes vibrant, dynamic qualities; it also captures Toshiba’s intent of “Real Expression Guaranteed by amaZing Architecture,” the superlative picture quality Toshiba achieves with its advanced expertise. Until now, Toshiba has used different brand names in marketing TVs in different regions, and “REGZA” is the first unified global brand for Toshiba’s TVs.
The global TV market for large-screen flat panel TVs is growing fast. Shipments of flat panel TVs with screens of 26-inches and bigger are expected to climb to 32-million units in 2006, a 110% increase from the previous year. Toshiba is responding by reinforcing its global presence in this key product area, and in doing so by making full use of its advanced proprietary technologies in digital image processing and over half a century of know-how in TV imaging technologies.
The new “REGZA” TVs have a minimal design: the basic tone is a sleek black, with superfluous decoration smoothed away. Clean, uncluttered lines, and simple, high-quality exteriors allow viewers to devote their attention to the pictures on display.
Toshiba will promote the new brand worldwide through advertising and marketing activities and exhibitions. “REGZA Green,” a rich dark green, will be adopted in advertising and marketing the new brand, used to convey the superiority, authenticity and high-quality of “REGZA” products.
