Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

Canon Inc., created in 1937, is a Japanese, multi-national corporation which specialises in the design and manufacture of imaging and optical products. It provides imaging solutions to its consumers and holds a wide range of patents of digital imaging technologies.

Canon has one of the most widely recognised brands in the world and one which has been a leader in the consumer imaging solutions markets for most of the last century. The brand currently ranks 93^rd in the BrandFinance Global 500 having had a better year in terms of business than many of its competitors.

In order to help consolidate its position as one of the world’s leading imaging solutions providers and its already strong reputation as one of the most trusted brands in its field (according to a 32,000 person European survey by Reader’s Digest and other sources such as Which?), Canon, in 2009, instigated a new brand strategy in its vast Europe, Middle East and Asia segment. A key component of this strategy was helping to develop a stronger relationship between Canon and its customers through a greater level of consistency in corporate communications and an enhanced association between the brand, its clients and its focus on the imaging industry.

The company’s combined research suggested that whilst the brand was extremely recognisable, it was weaker when it came to transmitting a focussed message about the meaning and motivation behind the brand. Therefore a new message was designed to become a consistent part of the brand’s existing messages such as “With Canon – You Can” and “We Speak Image”, this message was that Canon believes in “The Power of Image”.

The new strategy seems to have worked with business results following the introduction of the new plan improving greatly in the EMEA regions.

League tables

Canon appears in the following brand league tables:

Rank 93 in the Global 500 2012.
Rank 97 in the Global 500 2011.
Rank 97 in the Global 500 2011.
Rank 126 in the Global 500 2010.
Rank 110 in the Global 500 2009.
Rank 77 in the Global 500 2008.
Rank 87 in the Global 250 2007.