Brand analysis: Nintendo

Running head: BRAND ANALYSIS: NINTENDO
Brand analysis: Nintendo
Name of the student
Name of the university
Author Note

1BRAND ANALYSIS: NINTENDO
This essay analyzes Nintendo, a video game company, based on various aspects like
company history and its key ideas along with environmental awareness ad campaigns and
logo and so on. This essay also focuses on packaging, store design, slogan, spokespeople and
price of this same company to understand its profile.
Nintendo is a multinational company of consumer electronic and video games. This
Japanese company, headquartered in Kyoto, has become one of large video game companies
all over the world by making well-known and most demanded franchises like Mario,
Pokémon along with The Legend of Zelda and market capitalization. In 1889, Fusajiro
Yamauchi was founded this company, which initially sold handmade playing cards. In 1970s,
Nintendo started to develop video games and became the third most valuable company in
Japan with more than $85 billion market value (Aloupis). Since 1889, the company has
adopted various technologies like Nintendo DS and Wii U and business strategies, which in
turn has helped the company to become one of the leading brands in the world of video
games successfully.
The company has taken some chief ideas that can be described briefly. In 1999,
Nintendo has released the Dreamcast while in 2000 and 2001 it has released PlayStation 2
and Microsoft’s Xbox, respectively. However, this video game company has obtained the top
position in handled console market with the Game Boy Advance and Game Boy Color
models. In the middle of the 2000s, Nintendo has launched its first handled device that has a
touch screen (DS) and the console that has been designed for motion-controlled inputs, which
is, Wii. However, the company has launched a handheld game console in 2010 (Haggège).
This console has stereoscopic 3D capabilities along with 3DS, which has high demand from
the beginning. Its latest product, Nintendo Switch, has launched in 2017 and the produce has
been sold in the market by large amount.

2BRAND ANALYSIS: NINTENDO
Nintendo of America takes some corporate social responsibilities (CSR) towards its
society through providing customer service, employee welfare and well-being along with
product recycling and so on. Moreover, Nintendo also considers some global topics like
conflict minerals along with product quality and safety as environmental issues (Tsai). The
chief concern of Nintendo in America is to preserve its environment. As a result, the
company always intends to develop new products, corporate and operations offices that can
be environment friendly. Nintendo uses vegetable-based inks for publishing its operations
manuals and inserts. Moreover, the company uses recyclable cardboards for packaging,
which have replaced clamshells for Nintendo’s products like Wii, Wii U and other 3DS
accessories of it. This video game company reduces its use of plastic for manufacturing Wii
and Wii U disc cases along with game cases of Nintendo DS and Nintendo 3DS by more than
23% (Nintendo.com). As a global company, Nintendo takes its social responsibility very
seriously. The company has an unambiguous policy for banning the use of minerals within
their products that can help armed groups. For its production partners, Nintendo forms the
Nintendo CSR Procurement Guidelines consisting of relevant laws along with international
standards and guidelines, which focus to protect human rights, promote corporate ethics,
ensure workplace safety and safeguard the environment. Thus, Nintendo has considered
environment as an important factor within their business strategy.
Present logo of Nintendo since 2016