Nikon is well-known as one of the world's leading manufacturers of cameras and photographic lenses, but also makes electronic components, microscopes and precision lithography instruments used to make display panels for TVs, computers and smartphones. Although highly regarded by professionals, Nikon's camera business lost money for several years until the boom in digital imaging led to the introduction of its range of very successful Coolpix models, aimed at ordinary consumers. It remains the world's #3 in digital still cameras behind Sony and Canon, but growing competition from high-end smartphones has begun to erode all traditional camera sales again since 2012. That decline has been partly offset by a surge in revenues from components and instruments. Revenues for the year ending 2018 were around $6.5bn. Cameras and lenses account for around half of sales; precision equipment for almost another third, but also the largest share of profits. Kazuo Ushida is president. The company is an affiliate of the Mitsubishi business group. It was formed in 1917 from the merger of three Tokyo lens manufacturers under the name Nippon Kogaku. During the 1930s, it adopted the brandname Nikkor for the camera lenses it was making for the government, its principal client, and then the Nikon brand on camera bodies from 1946. The move into components came with the growth of the semiconductor industry in the 1980s, became Nikon's biggest business throughout the 1990s until overtaken again by cameras in 2002.
Which agencies handle advertising for Nikon? Find out more from the Account Assignments database
Who are the competitors of Nikon? See Consumer Devices Sector for other companies.
Capsule checked 30th December 2018
Adbrands Company Profiles assess more than 1,000 leading advertisers, brands and agencies, and examine each company's business record, geographic strength and comparative performance within its chosen sector, including strengths and weaknesses, history, up-to-date news and top-line financial information. What else does the company do? How did it originate? What other brands does it own? How is it performing in the market? With what other businesses is it affiliated?
Adbrands Account Assignments is a database tracking account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries. Fully searchable by brand, brandowner company or advertising agency, the database now contains more than 35,000 worldwide account assignments for over 9,500 leading brands.
New to the industry? See here for a brief summary of how the agency business is structured.
All rights reserved © Mind Advertising Ltd 1998-2019