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Casio Keyboard Brand Positioning

January 1980: Release of the Casiotone 201 electronic keyboard

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Casio Keyboard Brand Equity

In 1979, Casio announced that it would enter the electronic musical instruments business, further expanding beyond calculators and timepieces. In January 1980, the company released the Casiotone electronic keyboard, which was designed to be so easy and fun to play that anyone could learn it without any special training or rigorous practice. The objective of the Casiotone was not to create a keyboard with the typical electronic sound, but rather with tones that reproduced the sounds of the piano, organ, and guitar. The economic growth at that time in Japan had created a cultural mood characterized by a shift away from material toward spiritual pursuits, and the Casiotone was instantly accepted by the market as a fun new way to enjoy music.

Casio Keyboard Branding