Nintendo Brand Inventory
Paul Aurre, Justin Frio, Jessica Kates, Zoey Peters,
Charie Tweet
Brand Portfolio: Timeline of Nintendo Consoles
(Year: 2001-2017)
Gameboy advance & GameCube Nintendo 3DS & Wii U
2004-2006 2017
2001 2011-2012
Nintendo DS & Nintendo Wii Nintendo Switch
Brand Portfolio: PRODUCT
● Made Consoles/Handheld
more immersive.
● Created Merchandises
● The Ultimate Virtual Console
Library
● Build a Base Station for
Handhelds
● Get on the Cloud
● Created Games
● Fun to play alone or with
friends.
● Less expensive
Brand Portfolio: Pricing
Price: Nintendo Vs. Competitors
Nintendo Sony Microsoft
Consoles Wii PS4 XBOX One
Price $200-$300 $299-$350 $499-$515
(USD)
Nintendo Sony Microsoft Apple
Handheld NDS Series PSP Kin iPhone/iPod
Consoles DS-$149.99 $169.99-$249.99 $400 iPod-$299
DSL-$149,99 iphone-$199-$299
DSi-$169.99
Brand Portfolio: Placement
DISTRIBUTED GLOBALLY
LOTS MORE !
Brand Portfolio: Promotion
● More Resources (Advertisements & Use Adorsements)
● Invite people to come and experience their new products
● Launch Campaigns
Target Market Brand Portfolio
Nintendo Switch Console Games
Accessories
Primary Target Generation Alpha Generation Alpha Generation Alpha
Market
Secondary Target Gen Z Gen Z Gen Z
Market
Usage/Occasions The switch is Nintendo's The switch has multiple Both the Gameboy and
new golden child. This different accessories like Nintendo Switch have
product is also great for cases, controllers, little multiple different games
travel, while also being rackets, and steering to play. Famous titles like
capable of running the wheels. These Zelda, Animal Crossing,
best nintendo games, and accessories go hand in and Super Mario all have
some older ones. hand with the different great appeals to both Gen
variation of games Z, Generation Alpha, and
nintendo offers. even Millennials.
Brand Hierarchy
Nintendo does not have
intermediaries
Their direct offerings
include:
● Consoles (28 total
since 1980’s)
○ Home consoles
○ Mobile
consoles
● Games
○ Console based
○ App based
● Console accessories
● Branded merchandise
Competitive Positioning Matrix
Product Brands Nintendo Switch Playstation 5 XBOX Series X iPad LYRA
Corporate Nintendo SONY XBOX Apple Creoqode
Brands
POP TV and Handheld TV TV Handheld Handheld
POD Family friendly, ease Plays movies, XBOX exclusives, Many different Focuses solely on
of use, compact includes streaming plays movies, large apps to download, retro gaming, small,
design, nintendo services, SONY variety in games, family friendly, ease of use, a
exclusives, TV exclusives, large includes streaming portable, Wifi on handheld computer,
compatible and variety in games services newer models to streaming services
handheld use anywhere
Target Market Male or Female Males, 15-35 Males, 15-35 Male or Female, Male or Female,
(Gender/Age) (but more males), all ages 25-40
12-25
Visual Identity Analysis
● 1889 Japanese playing card company with hieroglyph logo “Nin, Ten, and Do.”
● Moved to western markets in 1950’s and changed logo to english.
● 1960’s-1970 Nintendo entered the electric toy market and experimented with font/colors red and
black
● 1967 Nintendo featured it’s iconic square “i” dot for the first time on an electric toy.
● 1968 the company puts a hexagon around logo, later replaced with an oval in 1970.
● Red/white background adopted in 1983, which shifts to grey in 2006, and back to classic
red/ white (reverse) in 2016
Visual Identity Analysis
● Classic red and white logo, stays true to
playing card color origins.
● Iconic square “i” has been pushed on all
products since it’s original implementation in
1967
● Oval around the logo has been coined the
“Racetrack” part of the logo.
● Aesthetically pleasing Oval/Racetrack is
balanced to be just as thick as the lettering
Visual Identity: Competition Case (Consoles)
● Differentiation through color
● Other brand logos communicate/have more
of a cold electronic/technologic association
● Nintendo stays true to their authentic red and
white color scheme.
● This leverage/communicates the equity of
Nintendo from playing cards to electric kids
toys (fitting Nintendo’s position in this market)
Visual Identity: Case Competition (Consoles)
● Electric toy company v.s. Tech
Gaming companies
● Nintendo identifies as an electric toy
company offering exclusive products
that often blur the line between video
games and electric toys.
● Other Companies offer products that
often blur the line between video
games and advanced technology.
Visual Identity: Associations in Products
● Mario, Nintendo’s most iconic character,
originates from Super Mario Bro’s for
Nintendo Entertainment System in 1985
● Mario’s color scheme and archetype is red,
fitting Nintendo’s core brand.
● Mario’s most popular spin off series is a
racing game called Mario Kart.
● If not by coincidence, the “racetrack”
communicated in Nintendo’s logo could
reflect an association to Mario Kart
