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Nokia: How Branding has Contributed to its Success. Nokia Group has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. Its efforts have paid off, because its now the number one brand in

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Introduction

Nokia: How Branding has Contributed to its Success 4MBS451: Introduction to Brand Management Word count: Word count: 2746 (excluding Front page & Contents) Target: 2500 (+ 10% allowance = 2750) Contents Introduction ...............................................................................................3 Background ...............................................................................................3 Target Market ............................................................................................3 Market Overview .........................................................................................4 Competitors ..............................................................................................4 Brand Elements .........................................................................................4 - Brand Name and Slogan ..................................................................5 - Logo and Symbol ............................................................................5 - Slogan ..........................................................................................7 - Packaging .....................................................................................8 - Brand Elements: criteria ...................................................................8 Product Levels ........................................................................................10 Brand Equity ............................................................................................11 Brand Awareness .....................................................................................11 Brand Image ............................................................................................11 Brand Positioning .....................................................................................12 - The Brand Stair-case .....................................................................13 - Customer-based Brand Equity Pyramid ...........................................14 Conclusion ..............................................................................................15 Introduction Nokia Corporation is a massive multinational company. With its brand valued at $34.9 billion, it is listed as the fifth most valuable global brand in the Interbrand Best Global Brands list of 2009. This is the only non-US company in the top 5. This makes it an ideal corporation to investigate the contribution of branding to Nokia's success. Background The Nokia Corporation is a Finnish multinational communications company. It was founded in 1865 by engineer Fredik Idestam who set up a wood-pulp mill in Southern Finland manufacturing paper and Nokia became very successful. The factory attracted many workers and a small community grew around it called Nokia and attracted other companies in different areas and expanded into electronics. In 1967 the companies merged to form the Nokia Group. The Finnish Cable Works was part of Nokia Group which manufactured cables for telegraph and telephone networks. However, the telecommunications and mobile phone divisions soon became the supporting pillars of Nokia and by 1992 decided to focus on telecommunications. Target Market As the world's leading handset marker, Nokia seems to target three segments of the market music, youth and fashion segments of this growing market. All three segments target teenagers and young adults. By producing small, colourful and trendy looking phones they seem to be successful in targeting this given market. ...read more.

Middle

Nokia's slogan Nokia's slogan, invented by Ove Strandberg, is "connecting people" shows the general goal of the brand. It conveys the idea that the brand helps you keep in touch and communicate with your circle everywhere and facilitates social contacts between people by using modern technologies. They aim at showing that their customer satisfaction is fundamental and is due to their high quality service. Through this slogan they want to convince people of the great power of Nokia and clearly demonstrate their efficiency. Nokia's packaging Mobiles phone packages mainly have to give a message about the product image and to enable the customer to identify the brand. The general goal for design is efficiency but also the environmental aspect that is why recyclable materials (mainly wood fibers) are used in products packages. One challenge for Nokia is to make ecologic packages while stile keeping them attractive and aesthetic. Ecology is a big issue for Nokia, which is why they replaced some of the plastics with cardboard in Nokia's accessory packages the amount of plastic was decreased by 60%.8 Brand elements * Memorability Nokia is the strongest cellular brand in Europe and is the 6th best brand in the world9; Nokia is a very powerful brand. Moreover, Nokia invests a lot of money in advertising campaigns and uses numerous advertising mediums, reinforcing brand awareness and consumer knowledge. Nokia's logo is very simple to remember, by using certain colors on the logo they maintain brand identity and recognisability, as well as the slogan; they largely contribute to build a strong brand equity. * Meaningfulness Nokia's slogan is in accord with the image that the brand wants to convey and also give specific information about particular attributes and benefits of the brands. It also suggests the nature of sell products since the world 'connect' highly refers to electronics ones. So it is suitable and is credible according to the product category. * Likeability Nokia's logo is quite neutral and, aesthetically speaking, simple since the color is soft. ...read more.

Conclusion

When looking at imagery, Nokia allow you to personalise phones by having changeable covers/faces, allowing consumers to add your own. Nokia also uses imagery by allowing different styles to fit your own mood. E.g. screensavers. Popular words used to analyse the company are honesty and credibility because of the relationship that has developed with customers over the years. Customers felt a strong relationship between themselves and Nokia. When looking at the resonance of Nokia we see there is loyalty and trust between them. Conclusion With Nokia being such a strong company and their effort in development of their brand, the company has managed to allow them to become one of the world's largest companies and the best in the highly competitive market. Reference http://www.Nokia.com/NOKIA_COM_1/About_Nokia/Sidebar_Teasers/Backgrounders/Nokiadesignbackgrounder.pdf http://www.Nokia.com/NOKIA_COM_1/About_Nokia/Sidebar_Teasers/Backgrounders/Nokiadesignbackgrounder.pdf http://www.encyclopedia.com/doc/1G1-89146883.html http://www.encyclopedia.com/doc/1G1-89146883.html http://www.hindu.com/2005/02/18/stories/2005021809330400.htm http://www.wipo.int/amc/en/domains/decisions/html/2003/d2003-0322.html http://www.famouslogos.org/nokia-logo http://www.wipo.int/wipo_magazine/en/2006/01/article_0003.html http://www.nokia.com/corporate-responsibility/environment/case-studies/packaging-of-mobile-phones http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm "HS Archives" (in Finnish). Helsingin Sanomat. 2003-12-04. http://www.hs.fi/arkisto/haku?pageNumber=1&order=FIFO&advancedSearch=&free=Connecting+People+Ove+Strandberg&date=year2003&depa=Kaikki+osastot&fromDay=0&fromMonth=0&fromYear=0&toDay=0&toMonth=0&toYear=0. Retrieved 2008-12-05. Pitk´┐Żnen, Juhani (Nokia's Art Director) (2007-09-03). "Nokia Strategic Marketing, Brand Identity". Nokia Corporation. http://www.Nokia.com/A4126575. Retrieved 2008-12-05. "Nokia - The birth of Nokia - Nokia's first century - Story of Nokia". Nokia Corporation. http://www.Nokia.com/about-Nokia/company/story-of-Nokia/Nokias-first-century/the-birth-of-Nokia. Retrieved 2009-12-04. "Nokian Footwear: History". Nokian Footwear. http://www.Nokianfootwear.fi/eng/our_story/. Retrieved 2009-12-04. http://www.Nokia.com/press. Retrieved 2008-12-04. "Top 10 Reasons Why Nokia Rules the Mobile Phone Market" Http://blog.taragana.com/index.php/archive/top-10-reasons-why-Nokia-rules-the-mobile-phone-market. Retrieved 2009-12-03 Keller, K. L., Aperia, T., and Georgson, M., (2008). Strategic Brand Management: A European Perspective. Pearson Education Limited: England Pages used 42,130,56,24 1 "Top 10 Reasons Why Nokia Rules the Mobile Phone Market" Http://blog.taragana.com/index.php/archive/top-10-reasons-why-Nokia-rules-the-mobile-phone-market. Retrieved 2009-12-03 2 Keller, K. L., Aperia, T., and Georgson, M., (2008). Strategic Brand Management: A European Perspective. Pearson Education Limited: England 3 "Nokia - The birth of Nokia - Nokia's first century - Story of Nokia". Nokia Corporation. http://www.Nokia.com/about-Nokia/company/story-of-Nokia/Nokias-first-century/the-birth-of-Nokia. Retrieved 2009-12-04. 4 "Nokian Footwear: History". Nokian Footwear. http://www.Nokianfootwear.fi/eng/our_story/. Retrieved 2009-12-04. 5 http://www.Nokia.com/press. Retrieved 2008-12-04. 6 "HS Archives" (in Finnish). Helsingin Sanomat. 2003-12-04. http://www.hs.fi/arkisto/haku?pageNumber=1&order=FIFO&advancedSearch=&free=Connecting+People+Ove+Strandberg&date=year2003&depa=Kaikki+osastot&fromDay=0&fromMonth=0&fromYear=0&toDay=0&toMonth=0&toYear=0. Retrieved 2008-12-05. 7 Pitk´┐Żnen, Juhani (Nokia's Art Director) (2007-09-03). "Nokia Strategic Marketing, Brand Identity". Nokia Corporation. http://www.Nokia.com/A4126575. Retrieved 2008-12-05. 8 http://www.nokia.com/corporate-responsibility/environment/case-studies/packaging-of-mobile-phones 9 http://www.businessweek.com/magazine/toc/06_32/B399606globalbrands.htm 10 http://www.famouslogos.org/nokia-logo 11 http://www.wipo.int/wipo_magazine/en/2006/01/article_0003.html 12 http://www.wipo.int/amc/en/domains/decisions/html/2003/d2003-0322.html 13 http://www.encyclopedia.com/doc/1G1-89146883.html 14 http://www.hindu.com/2005/02/18/stories/2005021809330400.htm 15 http://www.encyclopedia.com/doc/1G1-89146883.html 16 http://www.Nokia.com/NOKIA_COM_1/About_Nokia/Sidebar_Teasers/Backgrounders/Nokiadesignbackgrounder.pdf 17http://www.Nokia.com/NOKIA_COM_1/About_Nokia/Sidebar_Teasers/Backgrounders/Nokiadesignbackgrounder.pdf ?? ?? ?? ?? 4MBS451: Introduction to Brand Management NOKIA Page 1 ...read more.

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