Deconstruct Nintendo Switch's brand meaning using all of the elements of brand strategy shown below. Specifically, describe the type of brand purpose and brand share, how you see the brand as offer, person, symbol, organization, and/or platform, and how the brand's identity imprint reflects its offer in the market. Be sure to explain why you believe in the brand's meaning. For instance, if you are explaining the brand as a symbol, identify the signs that support your interpretation of brand meaning.

 

Transcribed Image Text:

BRAND PURPOSE Symbolic / Aspirational Functional Emotional Brand solution to market need Brand-buyer relation bond, lovemark Brand commitment to needs, values and goals of socio-cultural communities Societal Purpose contributes societal benefits DESIRED BRAND SHARE TYPE Sustainable Legacy Brand ideology, brand cultural steward, activist, and advocate MIND SHARE HEART SHARE SELF SHARE VALUE SHARE LEGEND SHARE BRAND IDENTITY SYSTEM Brand as Symbol Brand as Organization Brand as Offer . Offer attributes/ benefits Value proposition Propositioning Customer experience Brand as Person Brand personality Brand archetypes Symbolic heritage Metaphors, myths and stories Artifacts and language Brand as Platform Mission and vision Core values Performance and behaviors BRAND OFFERS IN THE MARKET BRAND BENEFITS LADDER VALUE PROPOSITION POSITIONING Shared ownership Ecosystem for influence, change and activism Authenticity, accountability, transparency, trust, shared governance CUSTOMER EXPERIENCE MANAGEMENT BRAND IDENTITY IMPRINT (BRAND STYLE GUIDELINES) Visual Design Elements Brand Story and Copy Design Elements Imagery Logo Color Typography Co. Layout FIGURE 11.4 Brand Identity Planning Model Story Characters . Personality Traits Voice Tone BRAND PURPOSE Symbolic / Aspirational Functional Emotional Brand solution to market need Brand-buyer relation bond, lovemark Brand commitment to needs, values and goals of socio-cultural communities Societal Purpose contributes societal benefits DESIRED BRAND SHARE TYPE Sustainable Legacy Brand ideology, brand cultural steward, activist, and advocate MIND SHARE HEART SHARE SELF SHARE VALUE SHARE LEGEND SHARE BRAND IDENTITY SYSTEM Brand as Symbol Brand as Organization Brand as Offer . Offer attributes/ benefits Value proposition Propositioning Customer experience Brand as Person Brand personality Brand archetypes Symbolic heritage Metaphors, myths and stories Artifacts and language Brand as Platform Mission and vision Core values Performance and behaviors BRAND OFFERS IN THE MARKET BRAND BENEFITS LADDER VALUE PROPOSITION POSITIONING Shared ownership Ecosystem for influence, change and activism Authenticity, accountability, transparency, trust, shared governance CUSTOMER EXPERIENCE MANAGEMENT BRAND IDENTITY IMPRINT (BRAND STYLE GUIDELINES) Visual Design Elements Brand Story and Copy Design Elements Imagery Logo Color Typography Co. Layout FIGURE 11.4 Brand Identity Planning Model Story Characters . Personality Traits Voice Tone