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NOKIA brand evaluation


Bella Zhang

on 31 May 2011

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Transcript of NOKIA brand evaluation

Introduction High brand awareness ≠ Good brand image when you think about Nokia, what associations comes to mind? Problem: lacking originality and innovation Small screen
Same tone and menu
Aging of OS
Multiple touch?
Few apps
Lack of functionality Where is my individuality? CBBE Model Recommendation Recommendation: Problem Three:Results from the survey -- Problem Four: Confused Target market Which market(s) has Nokia been targeting? Recommendation Marketing Campaign Limitations References Thanks! Q & A The Burning Platform
Internal Company Memo by CEO Stephen Elop ..."There is intense heat coming from our competitors, more rapidly than we ever expected. Apple disrupted the market by redefining the smartphone and attracting developers to a closed, but very powerful ecosystem..."

Apple demonstrated that if designed well, consumers would buy a high-priced phone with a great experience and developers would build applications. They changed the game, and today, Apple owns the high-end range. And then, there is Android. In about two years, Android created a platform that attracts application developers, service providers and hardware manufacturers. Android came in at the high-end, they are now winning the mid-range, and quickly they are going downstream to phones under €100. Google has become a gravitational force, drawing much of the industry's innovation to its core.

Let's not forget about the low-end price range. In 2008, MediaTek supplied complete reference designs for phone chipsets, which enabled manufacturers in the Shenzhen region of China to produce phones at an unbelievable pace. By some accounts, this ecosystem now produces more than one third of the phones sold globally - taking share from us in emerging markets. Current Positioning Strategy Market share was shrinking Pessimistic Future Problem One:Low Brand Loyalty According to Questionnaire:
People do not likely purchase Nokia(Mean of 3.8<4.0).
More people refuse to recommend Nokia to their friends (58% vs 42%).

According to Focus Group:
6 of 14 people have Nokia mobile phone.
but only 1 people is willing to purchase again.
only 2 people is likely to recommend to friends. Why? CBBE Model Problem Two:High brand awareness with Low Brand image Which means the disaster to Nokia Great brand awareness of Nokia
From the survey, 90% people can recognize Nokia’s logo
80% people can remember its slogan “connecting people”
Almost no people knows Apple and Blackberry’s slogan Get the current trend of mobile and quickly react to that
Cooperating with other companies to have more third party service and applications support
Developing new functions and technology to show uniqueness of Nokia to customers
Rebuild the brand image by invesing Heavily in R&D and developing new creative cell phone What do you like best of Nokia
-durability, unbreakable, reliable, cheap

What do you like least of Nokia
-function, design, out of date, boring, slow Hardware performance
durability, unbreakable, reliable, cheap Software performance
function, design, out of date, boring, slow Why is that?
Company’s culture-Engineering driven
Misunderstand customer needs What should Nokia do? Recommendations
No more so-called engineering-driven concept, it does not work any more!
Listen to your customer, improve your poor software performance By playing in all segments of the market, Nokia watered down its brand, eroding its meaning. What would I Nokia Smartphone be like?

I really don’t know… Different positioning in different countries
For example:
Targeting low-end market in USA
Targeting High-end market in China Problem Five: The cooperation (with Microsoft) will diminish Nokia’s brand stature.
A Nokia handset running a Microsoft -- Who owns the brand voice? Whose vision will lead customers?
By giving up the Smartphone OS Nokia apparently downgrades itself to a device supplier. It will weaken Nokia’s potential hold on customers. Research and develop Nokia’s own OS-- Meego Back 10 years ago having a Nokia phone was the coolest thing you could do- 5110 interchange covers.
Phone that changes personalty.
Personalise services. make your own phone
Bring back the Snake Nokia game in AR
Social Media- Facebook and Twitter
Have people upload pictures taken with the phone from around the world and try to brake a world record of having a picture from every country in the world.
Tropfest Mobile Version
Product placement- have the main character of a movie use only the Nokia phone for everything that they are doing. (James Bond)
Guinness world book of records- (Connecting People)have a conference call with the largest amount of people attending it.
More records- Most expensive phone / Largest phone/ smallest phone.
Green- make phones from green materials - made from PET bottles
Charging with Solar power
Trade in - send your old phone to get recycled and get a discount on the new one. MAKE IT COOL Social Media Bring back the Snake Nokia game
in Augmented Reality A Phone that changes personality Product Placement - have the main character of a movie use only the Nokia phone Guinness world book of records
In (Connecting People) Conference Call with the largest amount of people attending it Green Nokia Phones from green materials - made from PET bottles
Charging with Solar power It costs a lot of money in R&D.
Positioning Differently in different countries probably will make customers confused about the brand.
all of our respondents of questionnaires are students, so the results would be limited for us to evaluate. Arvidsson A. Brands: A critical perspective. Journal of Consumer Culture.July 2005 vol. 5 no. 2 235-258
Calkin T. 2010. Nokia’s Branding Problem. Nokia’s Branding Problem. retrieved from http://strongbrands.wordpress.com/2010/09/14/nokias-branding-problem/
Jack, E 2007, ‘Nokia's Do-Everything Phone’ Business Week Online, p27
Miller, D 2007, ‘The unpredictable mobile phone’ BT Technology Journal, p322
Nokia - Building A Powerful Technology Brand. retrieved from http://www.brandingasia.com/cases/nokia.htm
Nokia Brand Needs Firm Direction . retrieved from http://www.brandingstrategyinsider.com/2010/04/nokia-brand-needs-firm-direction.html
The Nokia brand on the brink Direction. retrieved from http://tenayagroup.com/blog/2011/02/10/the-nokia-brand-on-the-brink/
Wendy, L 2011, ‘Smart phones, smart fleets’ Journal of Fleet Owner, Vol. 106, no.4
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