Although Minolta generates 70% of its sales from copiers, fax machines, laser printers, scanners and document management systems, the company is still seen by the public as a maker of quality cameras.
Through its new brand management strategy, Minolta intends to emphasize its core expertise in the field of advanced optical and digital technolo- gies. Minolta will attempt to reposition itself more clearly in respect to its competition as a supplier of innovative image information products to the business and consumer markets.
Minolta has assigned JWT to implement a uniform pan-European communications approach by the time its advertising push begins in early summer 1998.
Copyright January 1998, Crain Communications Inc.