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Strategic Brand Management - Nokia

   

Added on  2020-10-22

12 Pages2831 Words90 Views
STRATEGIC BRANDMANAGEMENT - NOKIA
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Table of ContentsINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................11. Nokia's current brand positioning as brand........................................................................1Brand Positioning Category...................................................................................................3Target market..........................................................................................................................3Competitors............................................................................................................................4Points of Parity.......................................................................................................................4Points of difference.................................................................................................................4Points of wow.........................................................................................................................42. Development of new brand positioning.............................................................................5REFERENCES................................................................................................................................9
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INTRODUCTIONThe age of globalisation and a highly competitive environment make it difficult for Nokiato perform best at their capacity. It is important that Nokia uses effective brand positioning tomake their brands successful. The below report showcases the current brand positioning of Nokiaas a brand. Along with it, the report will explore Nokia's new target market and its keycompetitions. The brand positioning identification in the report will explain the points of parity(POP's) and point of differences (POD's) of the brand. The report will later develop a new brandpositioning. Also, it will identify the elements which needs to be changed and maintained withthe usage of CBBE concept. TASK1. Nokia's current brand positioning as brandBrand positioning refers to make the target consumers buy your brand instead of others.It makes sure that the activity of the brands has an aim that is common. It is directed, guided anddelivered after the observation of those reasons which leads towards these consumers buyinghabits. Along with it, it focuses with the consumers point of contact. Illustration 1: Nokia LogoSource: Logo Showcase Nokia, 2017Nokia was founded in 1865 in Finland. Since the year 1970, the company incorporateditself in telecommunications industry. It developed its first product known as Nokia DX 200which was known to be a switch for telephone exchanges during that time. In 1991, the company1
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produced it's another phone Nokia 1011. Later in 2000 Nokia launched Nokia 3210 withfunctions such as picture messaging and interchangeable covers. The phones of Nokia made theorganisation very popular and it became the first choice of its customers(Lasserre, 2017).Customers worldwide were attracted towards the Brand because of its durable quality and theirstand on the test of time. Illustration 2: Nokia's Brand PositioningSource: Brand personality of mobile, 2015From the above image it can be seen as the Nokia's current brand positioning exploresthat the company's products are friendly, reliable and family oriented. The brand is also honestand sincere with its consumers. It ensures that the brand is performing better in the market andhaving a strong image of itself.After the arrival of strong competitors such as Samsung, Apple, etc. entity rapidly lost itsmarket condition. These companies provided products which included newest innovation andbetter functioning. Nokia faced profitability issues and faced a lot of losses as well. This made2
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