Video Game Console and Nintendo
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Table of contents
1. THE BRAND ITSELF 3
1.1 Brand elements 3
1.2 A brand is more than a product 3
1.3 Why do brands matter ? 4 1.3.1 To consumers and manufactures 4
1.4 How are brands positioned ? 4 1.4.1 Segmentation 4 1.4.1.1 Nintendo Wii 5 1.4.1.2 Nintedo DS and 3DS 5 1.4.2 Positioning 4 1.4.2.1 Nintendo Wii 5 1.4.2.2 Nintedo DS and 3DS 5
2. BRAND EQUITY 8
2.1. What is a strong brand ? 8 2.1.1 Brand Awareness and Brand Image 8
2.2 The value of Nintendo 9 2.2.1 The value of a brand 8 2.2.2 The value of Nintendo 8
2.3 What makes Nintendo strong ? 9 2.3.1 Brand elements 8 2.3.2 Marketing Mix 8
2.4 Associations 9
2.5 Ten Keys to a strong brand 9
3. BRAND ARCHITECTURE 10
3.1. Brand portfolio 8 3.1.1 Consoles 8 3.1.1.1 Wii 8 3.1.1.2 Wii U 8 3.1.1.3 Nintendo DS Family 8 3.1.2 Games 8 3.1.3 Characters 8
3.2 Typology of branding structures 9
3.3 Dynamics in brand structures 9
3.4 The key principles for brand structures 9
3.5 The end of local brands 9
4. ADVERTISING CAMPAIGNS 8
4.1 Advertising campaign By Camille Vanbesien 8 4.1.1 How global or local is the campaign ? 8 4.1.2 Can its proposition and differents concepts travel ? 8 4.1.3 What kind of communication/advertising strategy is used ? 8
4.2 Advertising campaign by Frank Meulemans 8 4.2.1 How global or local is the campaign ? 8 4.2.2 Can its proposition and differents concepts travel ? 8 4.2.3 What kind of communication/advertising strategy is used ? 8
4.3 Advertising campaign by Kim De Clercq 8 4.3.1 How global or local is the campaign ? 8 4.3.2 Can its proposition and differents concepts travel ? 8 4.3.3 What kind of communication/advertising strategy is used ? 8
4.4 Advertising campaign by Ken Hermans 8 4.4.1 How global or local is the campaign ? 8 4.4.2
Table of contents
1. THE BRAND ITSELF 3
1.1 Brand elements 3
1.2 A brand is more than a product 3
1.3 Why do brands matter ? 4 1.3.1 To consumers and manufactures 4
1.4 How are brands positioned ? 4 1.4.1 Segmentation 4 1.4.1.1 Nintendo Wii 5 1.4.1.2 Nintedo DS and 3DS 5 1.4.2 Positioning 4 1.4.2.1 Nintendo Wii 5 1.4.2.2 Nintedo DS and 3DS 5
2. BRAND EQUITY 8
2.1. What is a strong brand ? 8 2.1.1 Brand Awareness and Brand Image 8
2.2 The value of Nintendo 9 2.2.1 The value of a brand 8 2.2.2 The value of Nintendo 8
2.3 What makes Nintendo strong ? 9 2.3.1 Brand elements 8 2.3.2 Marketing Mix 8
2.4 Associations 9
2.5 Ten Keys to a strong brand 9
3. BRAND ARCHITECTURE 10
3.1. Brand portfolio 8 3.1.1 Consoles 8 3.1.1.1 Wii 8 3.1.1.2 Wii U 8 3.1.1.3 Nintendo DS Family 8 3.1.2 Games 8 3.1.3 Characters 8
3.2 Typology of branding structures 9
3.3 Dynamics in brand structures 9
3.4 The key principles for brand structures 9
3.5 The end of local brands 9
4. ADVERTISING CAMPAIGNS 8
4.1 Advertising campaign By Camille Vanbesien 8 4.1.1 How global or local is the campaign ? 8 4.1.2 Can its proposition and differents concepts travel ? 8 4.1.3 What kind of communication/advertising strategy is used ? 8
4.2 Advertising campaign by Frank Meulemans 8 4.2.1 How global or local is the campaign ? 8 4.2.2 Can its proposition and differents concepts travel ? 8 4.2.3 What kind of communication/advertising strategy is used ? 8
4.3 Advertising campaign by Kim De Clercq 8 4.3.1 How global or local is the campaign ? 8 4.3.2 Can its proposition and differents concepts travel ? 8 4.3.3 What kind of communication/advertising strategy is used ? 8
4.4 Advertising campaign by Ken Hermans 8 4.4.1 How global or local is the campaign ? 8 4.4.2
References: Alexander Rusetski (2012). The whole new world: Nintendo’s targeting choice, p.1-16 Engadget (February 20, 2006) IGN (January 27, 2005). Europe NDS launch title details. Consulted 21 November 2012, at http://www.ign.com/articles/2005/01/27/europe-ds-launch-title-details IGN (December 01, 2004) Interbrand (2012). Nintendo. Consulted 16 October 2012, at http://www.interbrand.com/nl/best-global-brands/2012/Nintendo Softpedia (May 12, 2009) Techdirt (June 11, 2007). Nintendo moves into the educational market. Consulted 3 October 2012, at http://www.techdirt.com/articles/20070711/090150.shtml Vibrantmedia (2009) Busines Entertainment. (2012, juni 1). Nintendo lanceert grootschalige zomercampagne. Opgeroepen op november 15, 2012, van Nieuws: http://www.entertainmentbusiness.nl/nieuws/2012-W22/nintendo-lanceert-grootschalige-zomercampagne Nintendo The Oval Office. (2012, juli). Nintendo Summer Experience. Opgeroepen op november 15, 2012, van https://www.facebook.com/media/set/?set=a.414826631888744.89445.287894111248664&type=3 The Oval Office Nintendo’s leadership (October 18, 2009). Nintendos gender segmentation. Consulted 3 October 2012, at http://nintendosleadership.blogspot.be/2009/10/nintendos-gender-segmentation.html Nintendo (2012) NYtimes (September 14, 2006). New product by Nintendo for holidays. Consulted 3 October 2012, at http://www.nytimes.com/2006/09/14/technology/14game.html?_r=0 Rebox creative (April 11, 2007) Slideshare (August 9, 2011). Gaming market survey. Consulted 3 October 2012, at http://www.slideshare.net/Seventhsidegames/gaming-market-survey Slideshare (April 16, 2011) Softpedia (January 26, 2011). Nintendo 3DS targets core gamers at launch. Consulted 3 October 2012, at http://news.softpedia.com/news/Nintendo-3DS-Targets-Core-Gamers-at-Launch-180711.shtml Techdirt (June 11, 2007) Techdirt (June 11, 2007). Nintendo moves into the educational market. Consulted 3 October 2012, at http://www.techdirt.com/articles/20070711/090150.shtml Global Reputation Pulse (2012) Interbrand (2012). Nintendo. Consulted 16 October 2012, at http://www.interbrand.com/nl/best-global-brands/2012/Nintendo Softpedia (May 12, 2009)