Naming | Consumer

The Situation

A leader in Sports Optics, globally recognized for their superior product – solicited Brandsymbol’s expertise to deliver business solutions linked branding needs, consisting of: 1) a global brand name that all markets, unlike current, country-specific product offerings; and to align brands within Nikon’s product portfolio in order to prevent overlap.

The Solution

Simultaneously focused on a single brand name, and the entire product portfolio, to: the neologism ACULON, a world-class brand name that combines with longevity, two qualities recognized and demanded in sports optic products across the world; and an in-depth analysis of the current product portfolio and provides strategic direction for ACULON’s future pricing.

The Success

Delivered the compelling Brand Identity ACULON and placed it at one selling price point within Nikon’s existing product portfolio. ACULON has successfully been introduced across several continents Europe and the US – making it Nikon’s first Sports Optic Brand sold in geographic markets.