BRANDING STRATEGIES OF NIKON

Branding Strategies of Nikon



Branding Strategies of Nikon

Introduction

The sole purpose of all the businesses is to operate the business lucratively. In order to achieve this purpose organizations adopt various strategies. Some organizations rely on their branding strategies. This paper also deals with the similar concept and discusses branding strategies of Nikon from various aspects. This paper talks about impact of innovation on the brand image or brand power of Nikon.

Thesis Statement

The purpose of the research is to explore the impact of innovation on the branding of Nikon.

Branding Strategies of Nikon

The industry in which Nikon operates is a highly competitive industry. It is a sort of industry where it is difficult to create product differentiation. Despite this, Nikon is able to maintain a leadership, competitive and a strong position in this industry with the aid of their innovative product line. Their product line is not the only source that has helped them over the period of time to maintain such a strong position but also their effective and efficient formulation of branding strategies is the main cause of their strong position. They have embraced the concept of their innovation in their branding strategies. The following part of the paper discusses how Nikon incorporated the element of their innovative product in their branding strategies and how it helped them in improving the brand image and brand equity of the brand.

Brand Statement

"At the heart of the image" is the new brand statement of Nikon. With this new statement Nikon declares to continue to create new value in the market. This new captivating brand statement contributes in fostering a rich sense among people.

Expressing Innovation through the Revamping Of Symbol

In order to clearly communicate both internally and externally attitude towards the new era Nikon has revamped the brand symbol. This new brand symbol represents a symbolic stance. Brand new symbol, logotype black "Nikon" inherit the identity and colour of yellow, adding a new graphic element representing a continuous light. With the usage of this continuous light, Nikon wants to express their commitment to continuous innovation (Reynolds and Olson 2001, 13).

After the introduction of the Nikon brand new symbol in 2003 the organization aims to spawn a consistent brand identity. This symbol is designed to expand the new system that wants to contact every customer in the world. As a result of this Nikon would be able to express the element of innovations and quality as the main features of the Nikon brand (Bellis 2004, A4).

Visual Design

The visual appearance of the brand statement logo elicits synergies with the wording to evoke the new passion and commitment of the Nikon Imaging Company. Additionally, they created a dynamic new brand symbol to take Nikon into a new era. It maintains the company's trademark black and yellow colour scheme, and updates it with sequential rays of light that represent the infinite possibilities of imaging. This representation of possibilities of imaging is a unique way to show ...