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"TOSHIBA Leading Innovation" New Corporate Brand Tag Line Conveys Toshiba's Core Message

2 October, 2006


TOKYO -- Toshiba Corporation today announced key measures to reinforce the visibility and message of its corporate brand: a new Toshiba brand tag line, "TOSHIBA Leading Innovation", and adoption of a new Toshiba brand statement. Together, these measures will clarify Toshiba brand identity and promote further understanding of Toshiba's management style by the company's stakeholders and the wider society. They are also expected to underline the Toshiba brand as a "lively, reliable and visionary" corporate brand.
Toshiba's new brand tag line

"TOSHIBA Leading Innovation" embodies the intent and fundamental identity of the Toshiba brand, including a determination to deliver novelty and value to customers and to society. The tag line will appear with the Toshiba logo in corporate and product advertising and catalogs, on employee name and business cards.

The Toshiba brand statement expresses the values that shape Toshiba's identity and commitments, and its brand. In seeking to convey its essence in a clear and forceful statement, the company arrived at its new tag line, "TOSHIBA Leading Innovation.

Toshiba will initially deploy and promote the new tag-line in Japan. The tag line and brand statement will be gradually introduced overseas, in order to assure a local impact and relevance.


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