The Canon 2
It is difficult to answer with a simple yes or no on whether The Cannon Corporation choose the best strategy when decided to use only one strap line for its brand communication. We should examine briefly the major advantages and disadvantages of this decision in order to draw a proper conclusion. Firstly, it is obvious that by using the ‘one strap line’ strategy Cannon was able to cut many of its advertising expenses. Fewer advertisements had to be created and better handling of the media could be achieved. Of course it should be mention that the turn to the brand communication instead of the product communication was a cost effective method as well. In addition, the new common strategy was not confusing for the customers of different countries as it created a unique and unified image of the company.