1. brandscape: 2 team hakuna matata sean adams ryan chafin marie chaufour vanessa minaya ekaterina...
TRANSCRIPT
Brandscape:
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Team Hakuna Matata
Sean AdamsRyan ChafinMarie ChaufourVanessa MinayaEkaterina NikolaevaRavikiran Rajagopal
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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
The Nintendo Brand
o Brand Footprint
o Brand Capsule
o Brand Elements
o Brand Positioning
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The Brand FootprintThe Brand Footprint
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Getting to the Footprint
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•Classic, Entertainment, Cross-generational, Family and User Friendly
Core Values
•Fun, Friendly, Entertaining, Socially Active, Innovative
Personality
•“I am going to have fun like a big kid!”
Brand Essence
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Nintendo’s Initial Offering
Nintendo: a Branded House
Nintendo
Wii DS Games / Characters
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Thought Energy
EmotionSubstance
SAGECharacteristicsLearned Enlightened Core MeaningWisdom Mastery
MAGICIANCharacteristicsClever, MysteriousCore MeaningTransformation EmpowermentGUARDIA
NCharacteristicsOrganized MentoringCore Meaning ProtectionControl
WARRIORCharacterist
icsStrong
DynamicCore
Meaning Power VictoryCOMPANIO
NCharacteristicsUnselfish SupportiveCore Meaning Friendship Encouragement
LOVERCharacterist
icsPassionate Glamorous
Core Meaning
DreamingRomance
PATRIARCHCharacteristicsDignifiedAuthoritativeCore Meaning Order ContinuityCharacteristicsNurturing Down-to-earthCore Meaning BelongingAbundanceEARTH MOTHER
CharacteristicsSelfless, PureCore Meaning Innocence, IdealismMAIDEN
Characteristics
BeautifulMysterious
Core Meaning Dangerous
pleasureIrresistible
ENCHANTRESS
JESTERCharacteri
sticsFun
OriginalCore
MeaningRebellionCreation
EXPLORER
Characteristics
Independent
DaringCore
Meaning Challenge
Self discovery
Nintendo Archetypes
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The Brand CapsuleThe Brand Capsule
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Competitors…
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Nintendo: Entertainer
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Nintendo Capsule
• “Laugh together, smile together, play together”
• “We deliver a smile for every person”
Fun Bonding Experience for Anyone
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The Brand ElementsThe Brand Elements
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Brand Elements: Logo & Packaging
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Brand Elements: Stores
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Brand Elements: Symbol
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Left: NES ControllerRight: Nintendo Wii Controller
•Nintendo is playing on the nostalgia of the original system with this design
Brand Elements: “Cult Brand”
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The Brand PositioningThe Brand Positioning
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Video Game Industry• US Game Industry: 38 billion in revenues in 2009• Est. Annual growth rate 2010-2015: 8.4%
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Gamer Demographics
36%
29%
19%
8%
6% 2%
Major Market Segmentation, 2010
Males 18-45
Females 18-45
Males under 18
Females under 18
Males over 45
Females over 45
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Source: IBIS World Electronic Entertainment Design and Research May 2010
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Industry Positioning
Non-Hardcore Gamers
Hardcore Gamers
Less Power & Performance
More Power & Performance
Nintendo DS
Nintendo Wii
Playstation Pro
Xbox
Playstation 3
Moving Away from Hardcore Gamers…
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Nintendo Field Trip
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We, Team Hakuna Matata, 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.