 Case Study: NIKON ACULON |
Nikon ACULON T11 8-24×25 binoculars launched June 2012.
Challenge
In the world of sports optics, Nikon is global leader; known for their unwavering commitment to quality, performance, technology and innovation.
In their primary categories, Nikon is extremely strong in the mid-priced to premium sports optics segments. Nikon wanted to offer a lower price point without sacrificing the quality of their products or diluting their existing sub-brands: ProStaff, Monarch and EDG.
Solution
Nikon enlisted brandsymbol to develop a brand naming architecture and global name development for this new product venture. After reviewing the SKU and price point strategy, the brand personality and voice was determined for the new product category. With approval from Japan, brandsymbol assembled our global naming teams within our G.B.N. (Global Branding Network) and began producing applicable name candidates. Before presenting the name candidates to the Nikon brand team, brandsymbol conducted advanced global trademark research and evaluated each name for global pronunciation and readability issues. The names were then presented to Nikon using visual and nomenclature elements so they could be seen in the context of Nikon’s marketing strategy.
After three creative and strategy presentations to Nikon, a list of the top, global name candidates were sent to Japan for final evaluation. The result was the selection of the new Nikon ACULON brand and name for the lower-price point category introduction. This assignment was the first global naming project launched by Nikon Sports Optics. It is a brand name that emulates consistently throughout the world and wherever Nikon markets the products. In today’s environment, very few products have global name comprehension and recognition.
With nearly two decades of experience working with some of the world’s largest brands, our team has perfected the science and art of global brand naming.
