Strategic Analysis of Nokia's Brand Positioning and Recommendations

This report provides an analysis of Nokia's brand positioning, examining the factors that contributed to its decline in the mobile market. It begins with a brief overview of Nokia's history, highlighting its initial success and subsequent challenges from competitors like Apple. The report identifies the lack of effective brand positioning strategies, the failure to innovate, and the Microsoft acquisition as key factors in Nokia's downfall. It suggests that Nokia should adopt a disruptively consistent approach to regain its position, emphasizing innovation in its products and services. The report concludes with strategic recommendations focused on improving brand reputation through technological advancements. The report also discusses the brand positioning of the Nokia company, which is a good example of a company that failed in the market.

Running head: BRAND MANAGEMENT
Brand Management
Name of the Student:
Name of the University:
Author note:

1BRAND MANAGEMENT
To: The CEO of Nokia
From: Consultant name
Date: 07-08-19
Re: Alternative approach for Nokia
In this memo I shall provide you a brief insight that I have gained from reading the
case of your company. I shall further provide you some alternative solution based on my
insight.
In the year 2013, Nokia sold its services and devices to Microsoft for 5.4 billion
Euros. For several decades, Nokia had lead the telecommunication industry in the field of
networking and handset. However, by the end of 2000, its position as being a market leader
in the mobile device started declining as a result of it getting threatened by the competition
from the new “lower-cost Asian manufacturers”. The release of Apple’s iPhone in the year
2007 had established a whole new category of smartphones and they immediately became
very popular within the users, disturbing the sales of Nokia products.
What I personally believe after assessing the case is that it is all due to the poor brand
positioning strategies that Nokia used during its time. It went disruptive in the whole process
while ignoring bringing uniqueness to its products and services and maintaining the old
designs and processes. I think the Microsoft Nokia acquisition is one of the grave mistake
that it did in the process of declining. It is really sad for most of the consumers to see that the
company that was once so great finally sell away its department of phone production to
Microsoft for pittance. This completely wiped the stand and existence of the company in the
mobile segment.

2BRAND MANAGEMENT
Hence, I suggest Nokia to make use of disruptively consistent approach to get back
its position. It should bring in more innovation, technology advanced solutions, in terms of its
service and products and this is likely to improve and bring back its lost reputation.