Brand advantage - healthy Nintendo

A brand image that says something positive about the customer who buys the brand is a powerful competitive advantage. The messages should be tailored to appeal to that specific group as to make them identify with the brand. You could say that "you are what you eat". But in case of brands, you are what your followers say you are.

Nintendo wants consumers to think of it as the healthy life styles choice.

In recent years, Nintendo has rebranded itself a gaming system that is family friendly and accessible to all, steering clear of the gamer-coach-potato stereotype. Games such as Wii Sports, and Wii fitness introduced metrics to help players improve their exercise habits, with great success. With the soon to be introduced pedometer for 3DS, Nintendo hopes to again promote active lifestyles choices and exercise.

"Walking with the pedometer will reward its mobile users with “Game Coins” that can be used to purchase bonus content for participating 3DS titles." In other words, the more you walk, the more you will get rewards.

Not only is the pedometer strategy a great way to promote healthy living, but it will ensure that owners of the 3DS are likely to bring their gaming system everywhere they go.

In this way Nintendo has branded itself as a healthy choice, giving it a brand advantage in the mind of heath conscious consumers.

http://www.gamesradar.com/3ds/nintendo-3ds/news/3ds-will-use-built-in-pedometer-to-reward-players-for-staying-in-shape/a-201101108651281017/g-20100616102754448006