Nokia Performance
One of the reasons Nokia has fallen so fast is that it has a simple branding problem: Nokia isn’t a distinctive brand. It is a brand with positive associations and high awareness, but it isn’t unique.
For many years, Nokia seemed to successfully do what marketing experts say you can’t do: serve all segments in a market. Nokia sold very high-end, technologically advanced phones and simple, inexpensive phones, all under the Nokia brand. The branding structure was very simple: the Nokia brand with a product number, such as N8, the company’s newest smartphone, or E7.
Of course, many branding problems only surface over time. And that is certainly the case for Nokia. By playing in all segments of the market, Nokia watered down its brand, eroding its meaning.
Nokia has competitors with very strong brands. Apple has created a remarkably strong brand portfolio with well-defined brands: iPod, iPhone and iPad. Blackberry is a strong brand, too.
While the mention of Nokia might draw blank stares to consumers in the US market, it’s important to note that Nokia has much stronger brand awareness by consumers in Europe and Asia and is still the #1 handset maker in the world. Nokia has attempted to serve all segments of the market (as last year’s failed attempt to compete with Apple by launching the KIN series of social media phones demonstrated). Nokia can’t win the app war or the shiniest-glossiest-toy war. It’s strongest brand traits are in the durability, reliability, and engineering nature of its phones. With the right re-branding campaign Nokia can build on these brand traits to convert themselves into the Toyota of the mobile phone industry – a company that focuses on delivery quality products to its consumers. Nokia was recently selected as one of the most trusted brands in India for the 2nd or 3rd year in a row. In Europe and Asia, Nokia has a strong brand image.
In my opinion Nokia has to cope with the emerging needs of today’s global market. [Nowadays consumers
For many years, Nokia seemed to successfully do what marketing experts say you can’t do: serve all segments in a market. Nokia sold very high-end, technologically advanced phones and simple, inexpensive phones, all under the Nokia brand. The branding structure was very simple: the Nokia brand with a product number, such as N8, the company’s newest smartphone, or E7.
Of course, many branding problems only surface over time. And that is certainly the case for Nokia. By playing in all segments of the market, Nokia watered down its brand, eroding its meaning.
Nokia has competitors with very strong brands. Apple has created a remarkably strong brand portfolio with well-defined brands: iPod, iPhone and iPad. Blackberry is a strong brand, too.
While the mention of Nokia might draw blank stares to consumers in the US market, it’s important to note that Nokia has much stronger brand awareness by consumers in Europe and Asia and is still the #1 handset maker in the world. Nokia has attempted to serve all segments of the market (as last year’s failed attempt to compete with Apple by launching the KIN series of social media phones demonstrated). Nokia can’t win the app war or the shiniest-glossiest-toy war. It’s strongest brand traits are in the durability, reliability, and engineering nature of its phones. With the right re-branding campaign Nokia can build on these brand traits to convert themselves into the Toyota of the mobile phone industry – a company that focuses on delivery quality products to its consumers. Nokia was recently selected as one of the most trusted brands in India for the 2nd or 3rd year in a row. In Europe and Asia, Nokia has a strong brand image.
In my opinion Nokia has to cope with the emerging needs of today’s global market. [Nowadays consumers