Canon has always been considered a marketing powerhouse and they have remained the number 1 camera manufacturer based on marketshare, and their marketshare is increasing in segments such as mirrorless cameras and lenses.
From Marketing Week:
…… Bonniface admits the market has been “challenging” but says the general perception is that sales have now “bottomed out”, with markets such as the Netherlands returning to growth last year. CIPA figures back this up, with global shipments up slightly to 25 million last year.
In a declining market, Canon has managed to remain the top digital camera company by market share in key markets including the US, Europe and Japan, according to the company. And it has branched out into new areas of imaging such as cars, machine automation, security and medical. But Bonniface says Canon has only been able to do this because of the “power” of the Canon brand.
…… That brand strength can be seen in consumer perceptions. According to YouGov BrandIndex, Canon comes fourth in a list of 36 ‘computing and home office’ brands with an index score of 23.4 (index being a balance of a range of metrics including value, quality and satisfaction). It is also in the top five for impression, quality, value and recommendation.
And the Reputation Institute has Canon at fourth in its global ranking of brand reputation, with a score of 77.4 putting it behind just Rolex, Lego and Google. Read the full article
Canon will continue its brand re-lauch into the summer as it continues to position itself as one of the great brands of the world.