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Brandscape :

Brandscape :. Team Hakuna Matata Sean Adams Ryan Chafin Marie Chaufour Vanessa Minaya Ekaterina Nikolaeva Ravikiran Rajagopal. Nintendo: “Leave Luck to Heaven”. Founded in 1889 as a Japanese manufacturer of playing cards

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Brandscape :

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  1. Brandscape: Team HakunaMatata Sean Adams Ryan Chafin Marie Chaufour Vanessa Minaya Ekaterina Nikolaeva Ravikiran Rajagopal

  2. Nintendo:“Leave Luck to Heaven” • Founded in 1889 as a Japanese manufacturer of playing cards • Launched Nintendo console in 1983 in Japan and introduced in the U.S. in 1985 • First handheld console (Gameboy) in 1989 • Released 5 generations of consoles, including the latest being Wii in 2006

  3. The Nintendo Brand • Brand Footprint • Brand Capsule • Brand Elements • Brand Positioning

  4. The Brand Footprint

  5. Getting to the Footprint

  6. Nintendo’s Initial Offering

  7. Nintendo: a Branded House

  8. Nintendo Archetypes Energy Thought MAGICIAN Characteristics Clever, Mysterious Core Meaning Transformation Empowerment SAGE Characteristics Learned Enlightened Core Meaning Wisdom Mastery JESTER Characteristics Fun Original Core Meaning Rebellion Creation GUARDIAN Characteristics Organized Mentoring Core Meaning Protection Control WARRIOR Characteristics Strong Dynamic Core Meaning Power Victory PATRIARCH Characteristics Dignified Authoritative Core Meaning Order Continuity EXPLORER Characteristics Independent Daring Core Meaning Challenge Self discovery LOVER Characteristics Passionate Glamorous Core Meaning Dreaming Romance COMPANION Characteristics Unselfish Supportive Core Meaning Friendship Encouragement Characteristics Nurturing Down-to-earth Core Meaning Belonging Abundance EARTH MOTHER Characteristics Beautiful Mysterious Core Meaning Dangerous pleasure Irresistible ENCHANTRESS Characteristics Selfless, Pure Core Meaning Innocence, Idealism MAIDEN Substance Emotion

  9. The Brand Capsule

  10. Competitors…

  11. Nintendo: Entertainer

  12. Nintendo Capsule • “Laugh together, smile together, play together” • “We deliver a smile for every person” Fun Bonding Experience for Anyone

  13. The Brand Elements

  14. Brand Elements: Logo & Packaging

  15. Brand Elements: Stores

  16. Brand Elements: Characters

  17. Brand Elements: Symbol Left: NES Controller Right: Nintendo Wii Controller • Nintendo is playing on the nostalgia of the original system with this design

  18. Brand Elements: Merchandising

  19. Brand Elements: “Cult Brand”

  20. The Brand Positioning

  21. Video Game Industry • US Game Industry: 38 billion in revenues in 2009 • Est. Annual growth rate 2010-2015: 8.4%

  22. Gamer Demographics Source: IBIS World Electronic Entertainment Design and Research May 2010

  23. Industry Positioning More Power & Performance Playstation 3 Xbox Hardcore Gamers Non-Hardcore Gamers Playstation Pro Nintendo DS Nintendo Wii Less Power & Performance

  24. Moving Away from Hardcore Gamers…

  25. …in Order to Appeal to Everyone

  26. Nintendo Field Trip

  27. We, Team HakunaMatata, have neither given, utilized, received nor witnessed unauthorized data on this deliverable and have completed this work honestly and in accordance to the professor’s guidelines.

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