Nokia
A BRAND AUDIT PROJECT REPORT ON
NOKIA
Group: 9
2012 Submitted To: Dr. Tejash Pujara & Dr. BhaveshVanpariya
12/9/2012
INDEX | OBJECTIVE | | SCOPE | | APPROACH | | | | | | | | | |
Objectives
The objective of the brand audit is to conduct an in-depth examination of a major brand and suggest ways to improve and leverage that brand equity by providing recommendations to the brand concerning how the brand should be managed over the next 5 years by critically analyzing the brand inventory and brand exploratory.
Scope
The brand audit will be based entirely on information from public secondary sources, company web sites, as well as our own professional experiences and insights. If possible primary research will be conducted to some extent and results from that research will be studied in order to understand the brand positioning, awareness, planning, building and growth. This will also be considered in suggesting ways as to how the brand should be managed in coming years in order to enhance its positioning.
The final report profiles the positioning of the brand, its sources of brand equity and provides recommendations concerning how to build and manage equity for the brand chosen.
Approach
As we examine our brand we will answer the following points concerning a brand:
NOKIA & INDUSTRY OVERVIEW
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The Origin of NOKIA and the Telecom Industries:
Nokia Corporation as it is known today didn’t actually start out as a mobile device manufacturer. The company’s history can be traced back to the mid-19th century, when it was established as a groundwood pulp mill in 1865 in Finland. The company was formally founded in 1871, named after the town near which its operations were based.
In 1902, Nokia entered into the business of electricity generation and one of its major clients was a company called Finnish Rubber Works which was
NOKIA
Group: 9
2012 Submitted To: Dr. Tejash Pujara & Dr. BhaveshVanpariya
12/9/2012
INDEX | OBJECTIVE | | SCOPE | | APPROACH | | | | | | | | | |
Objectives
The objective of the brand audit is to conduct an in-depth examination of a major brand and suggest ways to improve and leverage that brand equity by providing recommendations to the brand concerning how the brand should be managed over the next 5 years by critically analyzing the brand inventory and brand exploratory.
Scope
The brand audit will be based entirely on information from public secondary sources, company web sites, as well as our own professional experiences and insights. If possible primary research will be conducted to some extent and results from that research will be studied in order to understand the brand positioning, awareness, planning, building and growth. This will also be considered in suggesting ways as to how the brand should be managed in coming years in order to enhance its positioning.
The final report profiles the positioning of the brand, its sources of brand equity and provides recommendations concerning how to build and manage equity for the brand chosen.
Approach
As we examine our brand we will answer the following points concerning a brand:
NOKIA & INDUSTRY OVERVIEW
-------------------------------------------------
The Origin of NOKIA and the Telecom Industries:
Nokia Corporation as it is known today didn’t actually start out as a mobile device manufacturer. The company’s history can be traced back to the mid-19th century, when it was established as a groundwood pulp mill in 1865 in Finland. The company was formally founded in 1871, named after the town near which its operations were based.
In 1902, Nokia entered into the business of electricity generation and one of its major clients was a company called Finnish Rubber Works which was