.1.

1 COMPANY BACKGROUND

CANON INC. headquarters are rooted in Tokyo, Japan. For many businesses and
consumers, Canon Inc is the world-leading innovator and the provider of imaging
solutions.

Canon's origins can be dated back to 1937 when Takeshi Mitarai, Goro Yoshida,
Saburo Uchida and Takeo Maeda founded the Precision Optical Instruments in Japan.
In the beginning, the name that was given was not Canon but rather Kwnanon that
was a reference to Buddhist Goddess of Mercy and was officially changed when they
trademarked of the company in 1935.

Canon Inc. aims to deliver growth through rapid transformation and has a goal of
joining the ranks of the worlds top 100 global companies. To achieve the goal, Canon
has ventured into new business domains and increasing innovation and manufacturing
products in the market. The company believes that establishing distinct development,
manufacturing and sales operation in each global region will be the key to their
success.

Canon Inc. now has 194,000 employees worldwide. In addition, Canon has their
manufacturing and marketing subsidiaries in Japan, America, Europe, Asia and
Oceania. In the present, the company had developed, manufactured as well as
distribute a wide range of copying machines, printers, cameras, optical products and
other products to meet the diverse needs of customers. The Canon brand name is a
well recognized and trusted worldwide. Canon Inc. hopes to remain and maintain its
reputation well into the future.

1.1.2 DIFFERENT PRODUCTS & BRANDS MARKETED BY CANON INC

CANON INC has been a manufacturer and distributer of digital cameras since
1984, starting with the RC-701. The RC series was later followed by the Power Shot
and Digital IXUS series, which are digital cameras. Canon also developed the EOS
series of digital single-lens reflex cameras (DSLR) that includes high-end professional
models. Later, Canon introduced Thermal Transition Copying as a part of the
manufacturing process for all of its cameras. This process allows a camera's polymer
casing to very slightly change temperature through an exothermic reaction triggered
by electronic sensors, to assist in the prevention of condensation inside the camera; a
common problem experienced when using an SLR camera in certain conditions.

For many years, Canon is also the principal maker of the print engines found in
industry-standard laser printers. The first models of Apple LaserWriter and the
equivalent products made by HP used the Canon LBP-CX engine. The next models
(LaserWriter II series, LaserJet II series) used the Canon LBP-SX engine. Later
models used the Canon LBP-LX, LBP-EX, LBP-PX engines and many other Canon
print engines. Canon introduced two MSX home computer models in 1983, the V-10
and the V-20. Both offered just the minimum range of the MSX standards without any
additional features. The V-20 was able to receive shooting data from the T90 Canon
camera with the Data Memory Back T90 expansion. Canon also sold a Canon AS400
PC 640x480 color display computer based on 8086 processors using CPM or
MSDOS. Options included a 5mb Hard Drive. (Shortly before release of the IBM PC)

1.1.3 BRAND IDENTITY FOR SELECTED BRAND

CANONs brand name carries meanings such as "holy scripture" and "criterion
or standard of judgment." It effectively captures Canon's corporate spirit, which aims
to set a global standard for advanced technology and services while becoming a
criterion in the industry that will inspire other firms and company.

The Canon logo, introduced in 1935, has undergone several changes as the
company has grown. Despite these modifications, the strong character reflected in the
sweeping inward stroke of the "C" has remained intact from the day that the company
was founded. Today, the Canon logo, with its vivid red color, is familiar to people
around the world. This is because Canon is always striving for consistency in
communication since the beginning and had greatly contributed to the worldwide trust
that the Canon brand enjoys today.
 In 1933, when Precision Optical Instruments Laboratory was established, the
name given to cameras manufactured on a trial basis at the time was Kwanon. This
title reflected the benevolence of Kwanon, the Buddhist Goddess of Mercy, and
embodied the Company's vision of creating the best cameras in the world. The logo
included the word with an image of "Kwanon with 1,000 Arms" and flames.

The company practices the philosophy that is encapsulated in the Japanese word,
Kyosei which holds the meaning of living and working together for the common
good. The philosophy is used in every action from developing sustainable production
methods to cater to varied consumers.

When the Company sought to begin full-scale marketing, it needed a brand

name that would be accepted by people worldwide. From this standpoint, in 1935, the
name Canon was registered as the official trademark. The word Canon has a number
of meanings, including scriptures, criterion and standard. The trademark was,
therefore, worthy of a company involved with precision equipment, where accuracy is
fundamentally important. It also embodied the Company's desire to meet world-class
criteria and industry standards. And since Canon and Kwannon had similar
pronunciations, the transition went smoothly