Camera manufacturer Canon to roll out new brand strategy for Emea

Canon announced that it will be rolling out a new corporate brand strategy across the Europe, Middle East and Africa (Emea) region.

Operating in more than 110 countries in Emea, Canon believes that it is essential to be united by a single understanding and consistent communication of the company's core brand.

Building on its global competence for imaging technology and centred around bringing the Power of Image to life, the strategy is a long-term investment to align the business, including internal and external communications across the region.

James Leipnik, Chief of Communication and Corporate Relations, Canon Europe, Middle East and Africa said: "There is no doubt that Canon is a powerful brand across Emea, however we now need to take this further, informing our customers, partners and employees about the catalyst behind everything that we do – our passion for the Power of Image."

The new strategy will also help build the company's employer brand status and ensure a more efficient use of brand resources.

Canon is enhancing the visual association of the brand by launching a new "frame" device, which will tie together all advertising and communication collateral with a consistent identity.

Mai Youssef, Corporate Communications Manager, Canon Middle East, said: "The new brand strategy will highlight Canon's core values and reinforce its industry leadership in imaging solutions. Furthermore it will serve to differentiate Canon in the market and provide a competitive edge through a single, unified identity that effectively communicates what the brand stands for."

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