Examining Nokia's brand identity and positioning
INTEGRATED BRAND MANAGEMENT
SEMINAR PAPER
EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING
TONY TRUONG / 16757686
Introduction
This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being introduced, before exploring the equity of both brands using Keller's model, as sourced from his text Strategic Brand Management. (Keller 2013)
In addition, it will provide recommendations for a brand in Nokia’s position, again drawing upon elements from Keller’s brand equity model, as well as more specific details surrounding Nokia’s current place within the context of the modern smartphone market; a market that, it could be argued, is currently in a state of flux while also constantly expanding in various parts of the world, and which is still rife with opportunities for an established brand to re-emerge. (Einhorn 2014)
Apple brand identity and brand positioning
Apple is known for its unwavering focus on style and simplicity, an approach which has allowed it to effectively appeal to consumers' emotions rather than requiring technical expertise from their audience. (Stiefel 2013) Since its introduction in the 1970s, the brand has always been aimed at people who were not the usual computer-savvy big business customers who drove the computing industry at the time. The envisioned target market included "unique and creative people", with the promise that their products provide a means of "self expression". (Brown 2013) This is captured in their famous tagline: "Think Different".
Apple has long been considered one of the most valuable existing companies in the United States (Ingraham 2014), thanks in part to an extensive history of new and innovative ideas through
SEMINAR PAPER
EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING
TONY TRUONG / 16757686
Introduction
This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being introduced, before exploring the equity of both brands using Keller's model, as sourced from his text Strategic Brand Management. (Keller 2013)
In addition, it will provide recommendations for a brand in Nokia’s position, again drawing upon elements from Keller’s brand equity model, as well as more specific details surrounding Nokia’s current place within the context of the modern smartphone market; a market that, it could be argued, is currently in a state of flux while also constantly expanding in various parts of the world, and which is still rife with opportunities for an established brand to re-emerge. (Einhorn 2014)
Apple brand identity and brand positioning
Apple is known for its unwavering focus on style and simplicity, an approach which has allowed it to effectively appeal to consumers' emotions rather than requiring technical expertise from their audience. (Stiefel 2013) Since its introduction in the 1970s, the brand has always been aimed at people who were not the usual computer-savvy big business customers who drove the computing industry at the time. The envisioned target market included "unique and creative people", with the promise that their products provide a means of "self expression". (Brown 2013) This is captured in their famous tagline: "Think Different".
Apple has long been considered one of the most valuable existing companies in the United States (Ingraham 2014), thanks in part to an extensive history of new and innovative ideas through