1. brandscape: 2 team hakuna matata sean adams ryan chafin marie chaufour vanessa minaya ekaterina...

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: Characters

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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: Merchandising

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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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…in Order to Appeal to Everyone

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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.