•Analyze how the various branding elements (e.g., brand name, logos, symbols,
slogans, packaging, etc.) and marketing mix activities (e.g., integrated
communications, pricing, channels) are contributing to this current brand
status.
Branding Elements
Brand name – Nikon
When the Nikon group has been chosen ‘Nikon’ as its brand name, they try to keep the six
criteria which are memorability, meaningfulness, likability, transferability, adaptability,
and protectability.
Nikon is the combination words of Nippon Kogaku and German Zeissikon. Around the
world, there is different pronunciation of word ‘Nikon’. Nikon is being pronounced as
/niko / in Japanese whereas the pronunciation of the name Nikon in the United States is /ɴ
na k n/.ˈ ɪ ɒ
In fact, Nikon Corporation (Nikon or Nikon Corp.) is Japanese firm which specializing in
optics and imaging. Since Nikon has its well-known brand name, it has become the world’s
largest manufacturer of the ‘steppers” used in the photolithography steps of semiconductor
fabrication which holds 44 percent of market share.
The products of Nikon include cameras, binoculars, microscopes, measurement
instruments and etc. One of the most success attributions of the brand Nikon is its
flexibility and its ability to respond quickly to the rapidly evolving needs of its customers
in order to satisfy the customers’ need. On the other hand, in order to gain competitive
advantage and to offer innovative technology which increases Nikon customers’ efficiency
and reliability, Nikon put effort and do investment in research and development (R&D) in
order to maintain and improve the performance of Nikon.
Logos & Symbols
Logos and symbols play an important role in building brand equity.
Logo
The logo of Nikon name is in black on a yellow background. In addition, it is with a series
of white rays rising above it. It symbolizes the determination of Nikon in order to satisfy or
to fulfil its corporate mission and meet the expectations of customers.
Besides that, the yellow colour means that ‘depth’ and ‘passion’ whereas black colour
represents ‘high quality’ and ‘trustworthiness’. Furthermore, the sequential rays represent
‘infinite possibilities within the domain of optics’.
Symbol
The new brand symbol of Nikon not only covered basic concept but also included brand
symbol. The basic concept is incorporating design elements from the former brand symbol
whereas the new brand symbol is an unleashing of the power of imagination turned into
actual products and provide services to Nikon customers.
Nikon has built up a brand image for superior quality and reliability; add new innovative
elements, and a new Nikon concept. It is important that we need to emphasize on
