Brand Tone

Reliable, accessible, value-focused, familiar, and benefit-driven.

Brand Values

• •Leadership and Trust
• •Quality and Durability
• •Competitive Pricing & Value
• •Family-Oriented
• •National Pride

Best Practices

• •Leverage the "Top of Mind" Leadership: Consistently refer to the brand's status as the #1 choice for Paraguayans. This is a powerful and unique selling proposition that builds immediate trust and reinforces its market-leader identity.
• •Speak the "Paraguayan" Language: Use local context and references, such as mentioning the heat, family values, or national pride (like football). This makes the brand more relatable and cements its position as a national staple.
• •Focus on Trust and Reliability: Every piece of copy should echo the core values of quality, durability, and the "Pacto de Confianza." Highlight warranties, technical support, and the brand's long history in the market.
• •Emphasize Value, Not Just Price: While competitive pricing is a key attribute, frame it in terms of "value"—getting high-quality, durable products for a fair price. Promote financing and installment options as enablers for families to access this quality.
• •Maintain a Familiar and Accessible Tone: Use welcoming language like "Estás en tu casa." The tone should be that of a trusted neighbor—knowledgeable and reliable, but also warm and approachable. Avoid overly technical jargon and focus on the practical benefits for the household.

Social Perception

Dominant, highly recognizable mainstream brand in Paraguay, with deep market penetration and high consumer awareness. Perceived as a reliable, go-to option for essential home appliances and an established, dependable choice for the average Paraguayan household.

Copy Examples

• •Tokyo: La confianza que nos une. El líder en electrodomésticos por 12 años consecutivos, en el corazón de cada hogar paraguayo.
• •¡Que el calor no te gane! Confiá en el aire acondicionado #1 en la mente de los paraguayos. Frescura, calidad y el respaldo de Tokyo para que te sientas siempre en casa. #TokyoHogar #EstásEnTuCasa #CalorParaguayo
• •Más tiempo para vos y tu familia. El lavarropas Tokyo Cecilia cuida tu ropa con la eficiencia de la tecnología Inverter y la garantía de calidad que ya conocés. Porque en Paraguay, el lavado se hace con Tokyo.
• •Heladeras Tokyo | Calidad y Garantía. Mantené tus alimentos frescos por más tiempo. La marca preferida por los paraguayos. Encontrá tu modelo ideal y ¡pagá en cuotas!
• •No esperes más, equipá tu casa con el campeón del Top of Mind.