Whilst the logo of the company has been consistent since the1930s the way in which Philips has advertised and communicated to the outside world has varied. In general, until the mid-1990s all advertising and marketing campaigns were carried out at product level on a local market basis. This led to many different campaigns running simultaneously, not giving a global representation of Philips as a global company.

To establish consistent global presence, in 1995 Philips introduced the first global campaign in 1995 under the tagline “Let’s make things better”. This theme encapsulated the “One Philips” thinking and was rolled out globally in all markets and on all Philips products. This was also the first campaign that bought the whole company together, giving the employees a sense of belonging and providing a unified company look for an external audience.

In September 2004, Philips launched its “sense and simplicity” brand promise, which marked a new way forward for the company. “Sense and simplicity” reflects Philips’ commitment to be a market-driven company that provides products and services that fulfill the promise of being “designed around you, easy to experience and advanced”.

In 2008, the total estimated value of Philips brand increased by 8% to USD 8.3 billion and was ranked the 43rd most valuable brand in Interbrand’s 2008 ranking of best global brands.

http://www.philips.com/about/company/history/historyofthebrandmark/index.page

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