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Brand Audit Nintendo

Brand Audit Nintendo

Ratings: (0)|Views: 1,353|Likes:
Published by Yegor Bryukhanov
Our group project in the framework of the course in Brand Management at Aalto University School of Economics (former Helsinki School of Economics)
Our group project in the framework of the course in Brand Management at Aalto University School of Economics (former Helsinki School of Economics)

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Published by: Yegor Bryukhanov on Apr 21, 2012
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06/09/2013

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Nintendo
[BrandAudit]
[ThisisacomprehensivebrandauditofNintendo,oneofthemostrecognizablebrandsinthecorporateWorldtoday.Itcontainscompany’shistoricalbackground,thebranditselfandtheassociatedproducts.Theauditsumsupwiththeanalysisofthebrandandthensomesuggestionsforthefuture.
2011
DaniyalRaza,YegorBryukhanov,OskariElojärvi,LindaNummelin,HaoChenAaltoUniversity
 
1
Nintendo
B
RAND
A
UDIT
Nintendo
C
ONTENTS
Introduction..........................................................................................................................................2
BrandHistoryandOwnership...............................................................................................................2
BrandInventory....................................................................................................................................3IndustryDescription.........................................................................................................................4
BrandPortfolio.................................................................................................................................5
IntegratedMarketingCommunications(IMC)..................................................................................9
BrandExploratory...............................................................................................................................10SourcesofBrandEquity .................................................................................................................10
ThreatstoEquity ............................................................................................................................13RecommendationsandConclusions...................................................................................................15Bibliography........................................................................................................................................18Appendix.............................................................................................................................................19
 
2
Nintendo
Introduction:
Nintendoisoneofthebiggestbrandstoday.Thesuccessstoryofthecompanyisalongoneyetwheremanylessonscanbelearnt.InterbrandlistedNintendoasoneofthe“BestGlobalBrands”in2010,inalistwheretop100brandswereassembled.
1
Theplanning,executionandimplementationofNintendo’sbusinessstrategyisfascinating.ItisastoundingtoseehowNintendowasabletobuildsuchaunique,strongandpowerfulbrand.Thecompanyhasanimpressivelineofwell-knownbrandsandclearlyNintendoisthebrandstoryofthedecadefromJapan.Solet’sgettoknowhowNintendoaccomplishedthisfeat.
BrandHistoryandOwnership:
Nintendo’shistoryspansmorethana120years,whichisveryimpressive.ItallbeganwhenNintendowasformedin1889byFusajiroYamauchiasacardmanufacturer;itusedtoproducehandmadehanafudaplayingcards.ThenameNintendo,literallytranslated,means“leavelucktoheaven”.ThecardsbecamereallypopularandNintendo’sbusinessgrewsteadily.In1951,thenameofthecompanywaschangedtoNintendoPlayingCardCo.,Ltd,andthefollowingyeartheybuilttheirheadquartersinKyoto,Japan.Meanwhile,theNintendoalsoenteredmanydifferentmarkets;theaimwastofindothersegmentsalsothanjustmanufacturingplayingcards,suchascabcompanyandlovehotels.
2
Lateron,Nintendoleftthesefieldsanddecidedtoadoptamorestrategicplanandfocusonvideogamesandentertainment.In1953,theybecamethefirstcompanytosucceedinmassproductionofplasticplayingcardsinJapanandlaterin1959;theyenteredintopartnershipwithWaltDisneyandstartedmanufacturingchildren’splayingcards.Thiswasasuccessfulstrategybecausethesechildren'scards,whichfeaturedDisney’scharactersonthem,soldover600,000packsthatsameyear.
3
Thecompanywaslistedonthestockexchangein1962andthenamewaschangedtoNintendoCo.,Ltd.ThiswasdonetoreflectthenewscopeoftheactivitiesofNintendoastheoldnamewasrestrictingitsimagetojustaplayingcardcompany.Thebusinessstillsoldplayingcards,buttheyhadstartedsellinggamesandtoysalso.Duringtheearlypartof1970’s,thegrowthofthebusinesscontinuedsmoothly,andthebusinesscameupwithmajorinnovationsafter

1
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx
2
http://www.n-sider.com/contentview.php?contentid=34
3
http://www.n-sider.com/contentview.php?contentid=34
Figure1:NintendoBrandLogo

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