Acquired at the end of 2016, the Toshiba brand of Japanese heritage is now positioned as a natural upgrade from Midea.
After graduates of educational institutions began to equip their lives and hope to become #AGGs (ambitious earners) who want everything: a successful career, a wonderful family and an exquisite home, our Toshiba household appliances are developed, designed and manufactured with uncompromising attention to details that most important for them personally and their current lifestyle. Therefore, this year at IFA2019, we took the opportunity to announce and show the first of its kind comprehensive set of Toshiba products and household appliances for EMEA markets.
Toshiba's flagship products at IFA 2019
“No other culture devotes itself and its whole life to the work and projects of the company, as the Japanese do,” said Brando Brandsteter, head of the global brands department of international business of the Midea Group, “When we initiated last year’s global rebranding project, we formed a series of new guidelines that will help us bring the Toshiba legacy to the future and develop the world's best quality products with our Takumi spirit, combined with a typical simplified Japanese design approach and great attention to detail pits that also matter and all this will simply amaze our consumers. ”
During IFA 2019, our Toshiba product sales team also organized a special event for new partners from more than 30 EMEA countries that highlighted our global strategy.
Consumers in Japan's domestic market, as well as in ASEAN and EMEA, are clearly seeing the new direction of the Toshiba brand. Beautifully designed products are underlined by the iconic Toshiba RedSquare symbol, and headlines always draw attention to what really matters - the details. In the future, all Toshiba Home Appliances communication materials from packaging to commercials will always have the hashtag #DetailsMatter.
