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2. Brandscape: 2 Team Hakuna Matata Sean Adams Ryan Chafin Marie Chaufour Vanessa Minaya Ekaterina Nikolaeva Ravikiran Rajagopal

3. 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 3

4. The Nintendo Brand o Brand Footprint o Brand Capsule o Brand Elements o Brand Positioning 4

5. The Brand Footprint 5

6. Getting to the Footprint 6 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

7. Nintendo’s Initial Offering 7

8. Nintendo: a Branded House Nintendo WiiDS Games / Characters 8

9. Thought Energy EmotionSubstance SAGE Characteristic s Learned Enlightened Core Meaning Wisdom Mastery MAGICIAN Characteristics Clever, Mysterious Core Meaning Transformation Empowerment GUARDIAN Characteristi cs Organized Mentoring Core Meaning Protection Control WARRIOR Characteristic s Strong Dynamic Core Meaning Power Victory COMPANION Characteristics Unselfish Supportive Core Meaning Friendship Encouragemen t LOVER Characteristic s Passionate Glamorous Core Meaning Dreaming Romance PATRIARC H Characteristi cs Dignified Authoritative Core Meaning Order Continuity Characteristics Nurturing Down-to-earth Core Meaning Belonging Abundance EARTH MOTHER Characteristics Selfless, Pure Core Meaning Innocence, Idealism MAIDEN Characteristics Beautiful Mysterious Core Meaning Dangerous pleasure Irresistible ENCHANTRES S JESTER Characteristi cs Fun Original Core Meaning Rebellion Creation EXPLORER Characteristi cs Independent Daring Core Meaning Challenge Self discovery Nintendo Archetypes 9

10. The Brand Capsule 10

11. Competitors… 11

12. Nintendo: Entertainer 12

13. Nintendo Capsule “Laugh together, smile together, play together” “We deliver a smile for every person” Fun Bonding Experience for Anyone 13

14. The Brand Elements 14

15. Brand Elements: Logo & Packaging 15

16. Brand Elements: Stores 16

17. Brand Elements: Characters 17

18. Brand Elements: Symbol 18 Left: NES Controller Right: Nintendo Wii Controller Nintendo is playing on the nostalgia of the original system with this design

19. Brand Elements: Merchandising 19

20. Brand Elements: “Cult Brand” 20

21. The Brand Positioning 21

22. Video Game Industry US Game Industry: 38 billion in revenues in 2009 Est. Annual growth rate 2010-2015: 8.4% 22

23. Gamer Demographics 23 Source: IBIS World Electronic Entertainment Design and Research May 2010

24. 24 Industry Positioning Non-Hardcore Gamers Hardcore Gamers Less Power & Performance More Power & Performance Nintendo DS Nintendo Wii Playstation Pro Xbox Playstation 3

25. Moving Away from Hardcore Gamers… 25

26. …in Order to Appeal to Everyone 26

27. Nintendo Field Trip 27

28. 28 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.