Tokyo: June 15, 2000 --- Aiming to promote "Fujitsu" as a
global brand and gain further recognition for the company's leadership in the Internet field, Fujitsu Limited announced today that it is implementing a global corporate branding project. Set to launch first in Japan on June 20, the project consists of the three major components: 1) institution of a corporate
brand framework; 2) establishment of a global portal site for the Fujitsu Group; and 3) development of advertising and brand promotion activities.
The rapid spread of the Internet in recent years is bringing dramatic changes to industries and societies around the world. In June of last year, Fujitsu decided to concentrate on Internet-related business activities and adopted the phrase
"Everything on the Internet" to describe its overall business strategy. Following on these earlier initiatives, the global branding project is intended to promote still greater awareness of the Fujitsu Group's ability to provide optimal Internet solutions to customers around the world and serve as a
reliable partner in the 21st century.
Corporate Brand Framework
[Corporate Brand]
To promote the further development of the Fujitsu Group, which comprises about 500 different companies, the group will move toward common use of the "Fujitsu" brand and undertake cooperative efforts to increase the brand's value on a global basis. Moreover, in order to maintain the consistency of the Fujitsu brand, clear guidelines are being established regarding
the use of the Fujitsu logo and will be successively applied to group companies. At the same time, a policy is being developed to govern the use of the word "Fujitsu" in individual group company names. This will be reviewed and revised, as appropriate.
[Brand Management]
To build brand value on an on-going basis, on June 29 Fujitsu will establish a new corporate brand organizational unit reporting directly to the president. Brand administrators will be assigned to each business unit and group company to
promote brand management. It should be noted that Fujitsu Group companies are already marketing products such as PCs (LifeBook) and servers (PRIMERGY/PRIMEPOWER/PRIMEFORCE) under globally unified brand names. Fujitsu will soon extend this global product branding strategy to software and service offerings.
Establishment of the Fujitsu Group's Global Portal Site
On June 20 fujitsu.com (http://www.fujitsu.com) will be established as a global portal site for the Fujitsu Group, providing information about the group's business activities in both English and Japanese. As a leading user of the Internet, Fujitsu intends to use this site for creating a new structure
for business processes, and it plans to develop fujitsu.com as a global marketing site for one-to-one marketing and cutting-edge services. Toward this end, on June 29 the company will set up a new organizational unit to take responsibility for operating and further developing the site.
Brand Promotion Activities and Advertising
[Advertising Campaign]
Beginning in Japan on June 20, Fujitsu will launch a corporate branding advertising campaign on television and in newspapers and magazines. The theme of the campaign will be "providing the ideal Internet solution for each and
every customer." Following its introduction in Japan, the campaign will be extended to global markets beginning this fall. Befitting the campaign's global scope, a joint team composed of Japanese and American advertising agencies
has been set up to handle the project, which seeks to communicate the message that the Fujitsu Group is at the vanguard of change in today's Internet age. Advertising will give concrete examples of the specific ways Fujitsu is helping
to advance the Internet age -- for example, through @nifty, Japan's leading Internet service provider.
[Corporate Motto]
In order to further articulate its business strategy to its
customers, Fujitsu has selected a new corporate motto --
"The Possibilities Are Infinite" -- which will be used together
with the Fujitsu brand and logo. The company has been using
the infinity mark as a symbol in its advertising since 1989.
Continuing to capitalize on this symbol, the motto makes
tangible Fujitsu's Internet-focused business strategy by
highlighting the group's commitment to serving as a valuable
business partner that can help its customers around the world
unleash the "infinite possibilities" of the Internet by providing
them with the best and most appropriate products and solutions.
Keenly aware of the social and industrial changes brought about
by the Internet, Fujitsu has steadily been moving to make itself
a leader in the Internet field. For example, the company
strengthened its structure for providing solutions on a global
basis by making U.S.-based Amdahl and U.K.-based ICL into full-
fledged affiliates in 1997 and 1998, respectively. And in 1999,
Fujitsu consolidated and strengthened its Internet operations by
making Nifty Corp. a wholly owned subsidiary and establishing
@nifty as Japan's largest ISP.
In addition, Fujitsu has considerable prowess in the advanced
technologies that support the Internet, including optical network
communications, large-scale servers, next-generation mobile
technologies and leading-edge semiconductors. Recognizing that
in two or three years' time the Internet will be taken for granted
as an indispensable social infrastructure, the Fujitsu Group intends
to continue to work hand-in-hand with its customers to realize
the infinite business possibilities inherent in the Internet.
About Fujitsu Limited
Fujitsu Limited (TSE: 6702) is a leading provider of Internet-based
information technology solutions for the global marketplace.
Comprising over 500 group companies and affiliates worldwide --
including ICL, Amdahl and DMR Consulting -- it had consolidated
revenues of 5.26 trillion yen ($49.6 billion) in the fiscal year ended
March 31, 2000. Fujitsu's pace-setting technologies, world-class
computing and telecommunications platforms, and global corps of
over 60,000 systems and services experts make it uniquely
positioned to unleash the infinite possibilities of the Internet to
help its customers succeed. Altogether, the Fujitsu Group has
188,000 employees and operations in over 100 countries.
Internet: http://www.fujitsu.com/
* All company/product names mentioned may be trademarks or
registered trademarks of their respective holders and are used
for identification purpose only.