 |  |  | |  | |  | |  | |  | |  | |  | |  | |  | |  |
|
|
Promotion
Pictures are an integral part of our lives, and Nikon has always known that ultimately it is the photograph that matters most. Perhaps the picture matters for creative expression and personal fulfillment. Perhaps it matters for income derived from images, or simply for pleasure and shared memories. The unsurpassed quality and reliability that result from Nikon's dedication to excellence assure that Nikon equipment is exactly what you need when the picture matters, which is always. For this reason, the company has adopted the platform :If the Picture Matters the Camera Matters™." This philosophy, or key selling idea has been crafted to address Nikon's various photographic target markets, and used for all branding and promotional pieces. Similarly, Nikon's industrial, bioscience, and other products employ direct benefit messages to their target audiences in their promotions. For instance, Nikon Microscopes' positioning as the "Eyes of Science" highlights Nikon's dedication to providing the scientific community with the technology that enables vision and discovery.
Based on a longstanding philosophy that education is as much a part of the Nikon tradition as the development and quality of products, Nikon has developed a comprehensive program of educational tools and online programs that extend the nikon brand and broaden the company's reach in the marketplace. Nikon's Web sites, publications, videos, Nikon School classes, and the Nikon Spirit Initiative are all dedicated to providing information, inspiration, and support. Nikon's educational prgrams and development initiatives help differentiate Nikon from its competitors and underscore the company's commitment to quality.
|
||