Verbal Brand Identity
Nikon – a leader in Sports Optics, globally recognized for their superior product performance – solicited brandsymbol’s expertise to deliver business solutions for two linked branding needs, consisting of: 1) a global Brand name that could span all markets, unlike current, country-specific product offerings; and 2) the need to align brands within Nikon’s product portfolio in order to prevent a pricing overlap.
Brandsymbol simultaneously focused on a single Brand name and the entire Sport Optic product portfolio to:
- Create the neologism ACULON, a world-class Brand name that combines accuracy with longevity, two qualities recognized and demanded in sports-optic products across the world; and
- Perform an in-depth analysis of the current product portfolio and provide Nikon a strategic direction for ACULON’s future pricing.
Brandsymbol delivered the compelling Brand identity ACULON and placed it at the number one selling price point within Nikon’s existing product portfolio. As a result, ACULON has successfully been introduced across several continents – Asia, Europe and the US – making it Nikon’s first Sports Optic Brand sold in multiple geographic markets.