Video Game Console and Nintendo

Topics: Nintendo, Wii, Video game console Pages: 36 (12532 words) Published: December 19, 2012
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Table of contents
1. THE BRAND ITSELF3
1.1Brand elements3
1.2A brand is more than a product3
1.3Why do brands matter ?4
1.3.1To consumers and manufactures4
1.4How are brands positioned ?4
1.4.1Segmentation4
1.4.1.1 Nintendo Wii5
1.4.1.2 Nintedo DS and 3DS5
1.4.2Positioning4
1.4.2.1 Nintendo Wii5
1.4.2.2 Nintedo DS and 3DS5

2.BRAND EQUITY8
2.1.What is a strong brand ?8
2.1.1 Brand Awareness and Brand Image8
2.2The value of Nintendo9
2.2.1 The value of a brand8
2.2.2 The value of Nintendo8
2.3What makes Nintendo strong ?9
2.3.1 Brand elements8
2.3.2 Marketing Mix8
2.4Associations9
2.5Ten Keys to a strong brand9

3.BRAND ARCHITECTURE10
3.1.Brand portfolio8
3.1.1 Consoles8
3.1.1.1 Wii8
3.1.1.2 Wii U8
3.1.1.3 Nintendo DS Family8
3.1.2 Games8
3.1.3 Characters8
3.2Typology of branding structures9
3.3Dynamics in brand structures9
3.4The key principles for brand structures9
3.5The end of local brands9

4.ADVERTISING CAMPAIGNS8
4.1Advertising campaign By Camille Vanbesien8
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 4.2Advertising campaign by Frank Meulemans8
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 4.3Advertising campaign by Kim De Clercq8
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 4.4Advertising campaign by Ken Hermans8
4.4.1 How global or local is the campaign ?8
4.4.2 Can its proposition and differents concepts travel ?8 4.4.3 What kind of communication/advertising strategy is used ?8

5.CULTURE BOUND CHARACTERISTICS8
5.1Culture bound campaign elements and values8
5.2Value structure map8
5.3High or low context aproch ?8
5.4Executional advertising styles8

6.ANNEXES8
7.SOURCES8

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1. THE BRAND ITSELF
1.1. Brand elements
* Logo
Nintendo has 2 versions of its logo. The original red logo dates back from in the 1980’s. The current color was adopted in 2006. The red version is still used, but mostly in Japan.

* Brand name
Nintendo started out as a small Japanese business, founded by Fusajiro Yamauchi on September 23, 1889,as Nintendo Koppai. Based in Kyoto, Japan, the business produced and marketed Hanafunda cards. In recognition of its card-playing roots, the name "Nintendo" means "leave luck to heaven". * Slogan

Over the years Nintendo has come up with several successful slogans. Feel Everything Everywhere (Game Boy Color, Europe 1999)
Wii would like to play. (wii)
Together. Better. (Wii U, 2012 Holiday)

* Packaging
In their packaging Nintendo seems to be very consistent in using their blue/white color scheme. In comparison with other producers of game consoles it’s a good choice. For example: their biggest competitors are Microsoft’s Xbox 360 and Sony’s Playstation 3. They also differentiate them by using green/black for Xbox and Playstation sticks with the black/white. Also the video game packaging is adopted to the colors. This makes it easy for customers to find the right products in stores. | |

They use the color schemes for each console. Their Gamecube console used the have purple/black packaging for example. 1.2. A brand is more than a product
Companies try to satisfy needs or wants of consumers with their products. But brands go beyond that: a brand is a product that adds other dimensions. These dimensions are...

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)
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