brand audit of nokia
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brand audit for nokiaTRANSCRIPT
Introduction of the company
Nokia Corporation is a Finnish multinational communications and information technology
corporation that is headquartered in Espoo, Finland. Its principal products are mobile
telephones and portable IT devices. It also offers Internet services including applications, games,
music, media and messaging, and free-of-charge digital map information and navigation services
through its wholly owned subsidiary Navteq. Nokia owns a company named Nokia Solutions and
Networks, which provides telecommunications network equipment and services.
As of 2012, Nokia employs 101,982 people across 120 countries, conducts sales in more than
150 countries, and reports annual revenues of around €30 billion. By the fourth quarter of 2012,
it was the world's second-largest mobile phone maker in terms of unit sales (after Samsung),
with a global market share of 18.0%. Now, Nokia only has a 3% market share in
smartphones. They lost 40% of their revenue in mobile phones in Q2 2013. Nokia is a public
limited-liability company listed on the Helsinki Stock Exchange and New York Stock
Exchange. It is the world's 274th-largest company measured by 2013 revenues according to
the Fortune Global 500.
History of company
Over the past 150 years, Nokia has evolved from a riverside paper mill in south-western Finland
to a global telecommunications leader connecting over 1.3 billion people. During that time,
they’ve made rubber boots and car tyres. They’ve generated electricity. They’ve even
manufactured TVs. Changing with the times, disrupting the status quo – it’s what Nokia has
always done.
In 1865, mining engineer Fredrik Idestam sets up his first wood pulp mill at the Tammerkoski
Rapids in south-western Finland. A few years later he opens a second mill on the banks of the
Nokianvirta River, which inspires him to name his company Nokia Ab in 1871. It was
manufacturing paper which was initially a communicating device. In 1898, Eduard Polón founds
Finnish Rubber Works, which later becomes Nokia’s rubber business, making everything from
galoshes to tyres. This company made rubber shoes which are still selling as nokia design. In
1912, Arvid Wickström sets up Finnish Cable Works, the foundation of Nokia’s cable and
electronics business.
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By the 1960s, Finnish Cable Works – already working closely with Nokia Ab and Finnish
Rubber Works – starts branching out into electronics. In 1962, it makes its first electronic device
in-house: a pulse analyzer for use in nuclear power plants. Having been jointly owned since
1922, Nokia Ab, Finnish Cable Works and Finnish Rubber Works officially merge in 1967. The
new Nokia Corporation has five businesses: rubber, cable, forestry, electronics and power
generation. But as the 1980s come into view, it’s an entirely new industry that makes Nokia a
household name around the world.
By the late 1970s and early 1980s it seems everything – from Tom Selleck’s moustache to JR
Ewing’s list of enemies – is seriously big. And as the mobile communications revolution starts to
gather momentum, the early handsets continue the trend.
Nokia sets the ball rolling in 1979, creating radio telephone company Mobira Oy as a joint
venture with leading Finnish TV maker Salora. 1981 then sees the launch of the Nordic Mobile
Telephone (NMT) service, the world’s first international cellular network and the first to allow
international roaming. In 1984, Nokia launches the Mobira Talkman portable car phone.
Resembling a military field telephone, it’s a fairly cumbersome piece of kit – but it’s a start. In
1987, GSM (Global System for Mobile communications) is adopted as the European standard for
digital mobile technology. With its high-quality voice calls, international roaming and support
for text messages, GSM ignites a global mobile revolution. As a key player in developing this
new technology, Nokia is able to take full advantage.
On July 1, 1991, Finnish Prime Minister Harri Holkeri makes the world’s first GSM call, using
Nokia equipment. And in 1992, Nokia launches its first digital handheld GSM phone, the Nokia
1011. In 1994, Nokia launches the 2100 series, the first phones to feature the Nokia Tune
ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the
19th century, it is probably one of the most frequently played pieces of music in the world. The
Nokia 2100 series goes on to sell 20 million phones worldwide. Nokia’s target had been 400,000.
1994 also sees the world’s first satellite call, made using a Nokia GSM handset.
By 1998, Nokia is the world leader in mobile phones. The strategic decision to focus on
telecommunications, plus early investment in GSM, has paid off. Between 1996 and 2001,
Nokia’s turnover increases almost fivefold from EUR 6.5 billion to EUR 31 billion. And with the
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new millennium comes a host of new possibilities as the internet goes mobile. As the new
millennium dawns, everything changes. New technology enables the internet to go mobile,
opening up a world of possibilities for mobile users. No longer are phones just for phone calls.
In 2005, Nokia sells its billionth phone – a Nokia 1100 – in Nigeria, and global mobile phone
subscriptions pass 2 billion. Two years later, Nokia is recognized as the 5th most valued brand in
the world. Things have come a long way since Fredrik Idestam opened his paper mill.
For years, Nokia has been working to make its business practices and products as
environmentally and socially responsible as possible – from creating eco friendly handsets and
establishing phone recycling schemes to bringing the benefits of mobility to emerging markets.
This commitment to sustainability is recognised in a number of prestigious rankings. For
example, in 2009 and 2010, the Dow Jones Indexes ranks Nokia as the world’s most sustainable
technology company. In contrast, Nokia’s position in the mobile market faces its toughest
challenge to date as competition intensifies in the burgeoning smartphone segment. Once again,
the company’s ability to adapt is put to the test. By 2010, having dominated the mobile world for
over a decade, Nokia no longer has things all its own way. In the all-important smartphone
market, competitors such as the iPhone and Android-based devices now pose a serious challenge.
Clearly, it’s time for a rethink…
In September 2010, Nokia appoints Stephen Elop as President and CEO. Formerly head of
Microsoft’s business division, following roles at Juniper Networks and Adobe Systems Inc.,
Elop has a strong software background and proven record in change management. Nokia
launches its first Nokia with Windows Phones, the Nokia Lumia 800 and the Nokia Lumia 710,
in October 2011. Fast-forward to 2013 and Nokia has a full portfolio of great Windows Phone 8
smartphones, from the Lumia 520 through the flagship Lumia 920.
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Ownership and Management
Nokia Corporation is a public company and is listed in New york stock exchange and also on
Helsinki Stock Exchange, thus the ownership of the company is distributed amongst its share
holders. Nokia has a well qualified team called Nokia Leadership team, comprising its board of
directors and its executive body. The team is as shown below:
Chairman Timo Ihamuotila
Chief Financial Officer and Interim President of Nokia Corporation.
Nokia Leadership Team member since 2007 and Chairman since 2013.
With Nokia 1993-1996, rejoined 1999.
Marko Ahtisaari
Executive Vice President, Design. Nokia Leadership Team member
since February 1, 2012. With Nokia 2002-2006, rejoined 2009.
Stephen Elop
Executive Vice President, Devices & Services. Nokia Leadership Team
Chairman 2010-2013, member since 2013. Joined Nokia 2010.
Stephen Elop joined Nokia as President and Chief Executive Officer as
of September 21, 2010. On September 3, 2013 Stephen stepped aside as
President and CEO as a result of the proposed transaction to sell
substantially all Nokia’s Devices & Services business to Microsoft
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Michael Halbherr
Executive Vice President, Location & Commerce.
Jo Harlow
Executive Vice President, Smart Devices. Nokia
Leadership Team member since 2011. Joined Nokia 2003.
Louise Pentland
Executive Vice President, Chief Legal Officer.
Nokia Leadership Team member since 2011. Joined Nokia 1998.
Chris Weber
Executive Vice President, Sales and Marketing. Nokia Leadership Team
member since July 1, 2012. Joined Nokia
2011.
Juha Putkiranta
Executive Vice President, Operations. Nokia
Leadership Team member since July 1, 2012. Joined
Nokia 1997.
Henry Tirri
Executive Vice President, Chief
Technology Officer. Nokia Leadership Team
member since 2011. Joined Nokia 2004.
Timo Toikkanen
Executive Vice President, Mobile Phones. Nokia
Leadership Team member since July 1, 2012. Joined
Nokia 1995.
Juha Äkräs
Executive Vice President, Human Resources. Nokia Leadership Team
member since 2010. Joined Nokia 1993.
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Product Related attributes
In this particular project the Lumia series of Nokia smartphones are considered for evaluating the
brand image in customers view. The major product attributes related to this series of phones are
listed below:
Ruggedness of body
Gorilla screen
Stylish Eye catchy Design
Cool youth full colors
Wireless charging pad
Low light image capture
Nokia Pro Camera (41 megapixel camera)
PureView technology
Optical Image Stabilization
Amazing high-resolution zoom.
Zoom after capture
Auto adjusting focus
High shutter speed
White balance
HD Video recording
Vyclone
Powered by Windows Phone 8
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Brand Portfolio
Products
Brands Smart Phones Feature Phones Dual Sim Accessories
Nokia Lumia
Lumia 1020Lumia 625Lumia 925Lumia 520Lumia 620Lumia 720Lumia 820Lumia 920Lumia 510Lumia 610
N/A N/A
ShellGrip
Wireless Charging Cover
Silicon Cover
Nokia Asha
Asha 310Asha 300Asha 305Asha 308Asha 309Asha 311
Asha 303Asha 202Asha 302Asha 201Asha 300Asha 200
Aha 205 Dual SIM
Asha 501 Dual SIM
Asha 210 Dual SIM
N/A
Nokia 100
SeriesN/A
106301105109114808112500110100101
108 Dual Sim107 Dual Sim208 Dual Sim206 Dual Sim
N/A
Nokia C2 Series N/A
C2-02C2-03C2-06C2-01
N/A N/A
Nokia X series
X2-00X2-02X3-02X7-00
N/A N/A
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NokiaColoud N/A N/A N/A
Colaud BoomColaud Pop
Colaud Knock
NokiaPurity N/A N/A N/A
Purity ProPurity stereo
NokiaBluetooth Stereo
N/A N/A N/A
BH 221BH 112BH 310BH 110BH 108BH 503BH 111BH 105BH 220BH 905iBH 505BH 118BH 219BH 217BH 109
From the above brand portfolio and making of brand product matrix, we came to know that the
company has 73 offering in different segments of phones. All these 73 points are source of brand
equity for the company and can help in building up the brand.
Communication Strategy
Nokia had become a familiar name in many household across the globe. The company enjoyed
number one position in terms of market share for a long period of time which has made Nokia a
known brand to many and many have attached themselves in some or the other way with the
brand. The connecting people campaign was a massive hit and from the company’s point of view
as it attracted high number of sale and also help in building Nokia as a brand. Company always
focused on creating their ad campaign using the usual emotional connect with the people and
being pioneer in the telecommunication industry it has always showcased the positivity and
innovation undertaken by the company to deliver best quality product. Company initially used
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broadcast media and print media for floating its ad, but in recent years digital marketing has also
been included as a major part of their communication strategy. Nokia also used Shahrukh Khan
as their brand endorser which helped the brand to create good association with endorser
reflecting the industry leader image of the brand.
Nokia recently was sold out to Microsoft and Microsoft has wasted no time in marketing its
acquisition of Nokia, taking out a full-page print ad to highlight its enlarged product portfolio.
The ad uses the headline “The Microsoft family will be getting bigger. And smarter.” To
welcome the Nokia division and specifically its range of smartphones. It includes a picture of
Nokia’s Lumia 520 devices in a number of colours. The ad hints at changes that could come
when the deal closes, which is expected in the first quarter of 2014. While Microsoft acquired the
“Lumia” and “Asha” brand names and the use of the Nokia brand on current products and feature
phone under a 10-year agreement, this didn’t stretch to smartphones.
Microsoft after acquiring Nokia is planning to position its marketing push around the Lumia
1020’s ability to cut down the need for consumers to carry multiple devices around with them.
The campaign, which is currently being co-created with Microsoft’s marketing department and
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lead agency Crispin Porter + Bogusky, will feature heavily across digital, digital outdoor and
experiential to showcase the camera’s photo-taking ability and will feature “fun” and “cheeky”
creative focused around the strapline “zoom reinvented”
Nokia also is sponsoring many sporting events like it is one of the main sponsors for Kolkata
Knight Riders team of the IPL. It is trying to associate the brand with the level that Shahrukh
Khan, the franchisee owner for the team has created. Like Shahrukh in Bollywood, Nokia tries to
be the ultimate name in the mobile industry. Even in his recent hit film ‘Chennai Express’ the
new Lumia series was promoted, which made the association of brand with audience and helped
in increasing the overall brand equity.
Nokia has recently been through many hard phases but now it stands firm with its new and
innovative marketing strategy. Nokia’s marketing budget is considerably smaller than that of
Apple and Samsung’s but marketing head says his team employs an “if you can’t outspend,
outsmart” mantra, which is helping it achieve cut-through. Thus with all new team, idea and back
up support Nokia is ready to revitalize its image through ads and promotions.
Pricing Strategy
Nokia has always used market skimming prices at time of launch of its new product for many
years. But in recent time, due to heavy loss in its market share company focused on reviewing its
pricing strategy for its new offerings i.e. Lumia series to regain the lost market share and to
increase the sales of product.
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Nokia seems to trying hard to make sure that its latest flagship smartphone Lumia 920 is able to
make a mark. Nokia will be selling Lumia 920 in US for $450 without any contract. This price is
$100 less than Samsung's flagship device Samsung Galaxy S III and $200 less than Apple's
iPhone 5.
It's no secret that Nokia is banking on its Window Phone 8 strategy to make a comeback in the
smartphone segment and the company is leaving no stones unturned to make sure that Nokia
Lumia 920 and Lumia 820 are a success. Nokia has already announced that its flagship Nokia
Lumia 920 will be available in India but has not shared the pricing of the same. After seeing the
aggressive pricing strategy being adopted by the Finnish handset maker in US, one can hope that
Nokia may try to adopt the same tactic in India too.
While it's always tricky translating prices from one market to the other, the $450 price tag also
offers hope for those waiting for the Lumia 920 in other markets like India. Adding duties and
other charges to $450 (approximately Rs. 24,750), the phone was expected to be priced between
Rs. 30,000 and Rs. 35,000, which would make the Nokia Lumia 920 an attractive buy at the
price, but after the success of Lumia series in US market Nokia again used skimming strategy in
Indian market launching Lumia 920 at Rs 42,000.
Distribution Strategy
Nokia has a strong distribution channel throughout the country with its presence in many small
and big retail outlets and chain. Nokia being old brand have its many distribution partners from
very long time. Nokia also has its own retail outlet by the name of Nokia Priority stores which
provides all Nokia offerings under a common roof. Even the service centers are owned by the
Nokia which gives the company benefits on product delivery. Company also has strong online
sales channel which helps customers to buy product with convenience.
Nokia has partnered with many other companies for distributing its product throughout the
country. For example during the time of its launch, Nokia Lumia was partnered with Vodafone
service provider and phone was given at a discounted rate under service contract which increased
a distribution channel for the company. Also Company has tied up with many multi brand
electronic retail stores for distributing its products like Croma, Next, Reliance digital etc. make
its feel presence over 30000 outlets in about 2000 cities. (www.ibef.org)
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Brand Exploratory
Customer Knowledge
Nokia as a brand is established from many years and had catered to customers of many age
groups and over this period of time, customers have developed attachment with the brand and
gives positive value to the brand. The customers over long time have developed these knowledge
for the brand:
Durable Product
Pioneer and Innovator
Stylish Design
Youthful color
User Friendly
Product for all segments
Ease of use
Eco friendly product
Long battery life
Emotionally connected
Product to suit customers need
Sources of Brand Equity
Nokia has been considered to be one the top global brands for ages now. It derives its brand
equity mainly due to the different ways it tries to connects its customers emotionally and
rationally.
The very first thing that draws one’s attention while seeing a Nokia phone is the image it has
built down the age. Nokia is best known to be innovators in this telecom fields, bringing newer
and newer models in the market and creating a craving among the fellow customers to buy more
and more of its phones. Moreover, Nokia as a brand is successful in almost all its products it has
in the market. So it is established with the image of being a successful brand. Nokia on the other
hand also urges its customers to recycle their old phones and as a result, the company also plants
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a new tree for each phone recycled. So it has also built up an image of being an eco-friendly
object. The image of the brand is one of the most important drivers of brand equity.
The very first feeling we associate with Nokia is the design of the phones and the ease with
which we can access these devices. Nokia comes with one of the advanced technological designs
and at the same time, the complex device could be accessed with ease as the interface is always a
very user-friendly one. It tries to appeal the customers to be involved in a complex technology
but with ease.
“Nokia has a distinct personality of its own. The slogans 'connecting people' emphasize
human side of technology, thereby resulting in brand personality of trusted friend. It also stands
for reliability and quality. The ads also played prominent role in contributing to the distinct
personality.” Even the image displayed below adds up to the brand equity for Nokia Lumia as a
brand.
Another prominent area where Nokia is drawing brand equity is the fact that it caters all the
different societies of people ranging from the new entry level phone users to the business and
sophisticated users. The sophisticated and business level users are even ready to pay a premium
price to use Nokia products. These show the brand equity that Nokia has created in the market.
The major source of brand equity is derived from the brand awareness it has, which it has
developed over long time period. The major factors which contributes towards building brand
equity are its brand elements. The logo, tag line, image etc adds up to the awareness level of the
customers
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Consumer Based Brand Equity Model
CBBE FOR NOKIA BRAND
Salience
The salience of any brand deals with the depth and breadth awareness of brand in one or many
segments. Nokia, which is a well established brand and working for a long period of time has a
high level of brand awareness among the market. Nokia provides wide variety of products into
different segments which caters to large number of consumer again widening its reach to people
and also the level of awareness increases with this. With such high level of offerings Brand
would be considered in consideration set as well as consumption set in wide variety expanding
its reach.
People generally tend to relate Ruggedness and robustness with the brand Nokia which adds up
to the recall and recognition of the brand. Talking about Nokia Lumia series which is newer
offering of Nokia, has completely new and youthful approach towards its offering, again leading
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SALIENCE
PERFORMANCE IMAGARY
FEELINGSJUDGEMENT
RESONANCE
to add up to the brand awareness into this section as well. Innovation and developers image of
Nokia is currently helps in building awareness in people
Performance
Nokia has always known for delivering high quality products to all its customers. The main
feature on which Nokia brand is built on is innovation, design, High quality, durability and
reliability which also help in increasing the trust of customers on the brand and also increases
brand equity for the Brand. With Nokia Lumia series Nokia tries to showcase its new trendy
designs, young colors and new software powering it for newer capabilities thus this series helps
in converting the consideration set to purchase decisions.
Imagery
Nokia has a strong brand history, having been established for more than 40 years. The brand has
its presence in major countries and varied offerings which makes Nokia a truly international
brand. Nokia has enjoyed market leadership of mobile phone networks for a long period of time
which again gives a kind of pride to its customers. The consistent use of the brand logo and its
signature holding hands since its introduction creates a sense of timelessness and peoples
connection with the brand. Nokia pitches itself as a brand for the Everyman who enjoys
connecting with people making brand a user interactive and caring. The Lumia series exudes a
young, trendy, and innovative image, as a reflection of today’s youth.
Judgment
Brand Quality-Nokia has always been known for its high quality delivery, in terms of products,
usage and performance. Nokia brand has become synonym for durability and ruggedness in
mobile phone segment and also has highest battery life among all its competitors which adds on
to its quality delivery. Lumia series being highly innovative provides professional photography
experience and high camera resolution which is the pioneer technology by any company till date.
Lumia is tied up with windows for its software support which is again a quality provider name in
industry.
Brand Credibility- In recent years Nokia Lumia has backed majorly all awards in the
smartphone category in many countries, to name a few they are The Top Smartphone of 2012,
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V3, UK, The Best Mobile Phone of 2012, Readers Choice Award, Gizmodo, Australia, iF Award
for Outstanding Design, International Forum Design, Germany, Mobil Award for Best
Smartphone Design, Mobile Magazine, Denmark, Best Smartphones of 2012, The Next Web,
USA, Top Score Award, Mobil, Sweden, Best AT&T Smartphones of 2012, BGR, USA, Top
Smartphone of the Year, Mybroadband, South Africa. Lumia has been most innovative and
awarded phone of recent years which adds up to the credibility of the brand
Brand Consideration- Nokia has its presence in almost all mobile phone segments starting from
a very low end Nokia 100 to highly innovative and product of the year phone Lumia 1020 which
means Nokia has a huge basket of offerings for all segments making it presence in all category
consideration set.
Brand Superiority- Nokia brand has superiority in terms of its innovation and quality products
it delivers to its customers. Lumia series has been a highly innovative product giving competition
to many leading smartphones company which correctly depict the superiority of the brand in
many aspects.
Feelings
Nokia brand has a feeling of trust and connection with the consumers. Nokia has always believed
in delivering high quality products to its customers making them feel pride in association with
the brand. Lumia again having all the qualities of its umbrella brand adds on newness to the
company by being young and vivid. Consumer feels satisfied by using latest technology as well
as a feeling of superiority holding the innovative product in hand.
Resonance
Behavioral Loyalty- New research from YouGov shows Nokia has made great strides in
restoring its reputation among its consumers. YouGov's smartphone tracker (SMIX) shows that
the Finnish brand substantially improved its levels of customer advocacy and loyalty at the end
of last year. Between September and December 2012 the number of Nokia customers that would
recommend it rose by 13% to 45%. In the same period, its detractors fell from 37% to 33%.
The launch of the Lumia on Windows Phone 7 and 8 in the run up to Christmas helped the
Finnish brand see the biggest improvement in customer loyalty among handset manufacturers.
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Between September and December 2012, the manufacturer saw a 12% improvement in the
number of customers saying they'd get a Nokia next time (up from 30% in September 2012 to
42% in December 2012). Thus loyalty for Nokia Brand is improving day by day.
Attitudinal Attachment- Nokia brand has been in market for many years which has made
people relate to it for many years and there has been a positive reinforcement of brand in minds
of people. For example ruggedness in phones is always connected with Nokia brands which is a
factor for recall and recognition of the brand
Sense of Continuity and Active engagement- Nokia from its tag line “Connecting people”
coveys that it works for bringing people together. The brand not only connects people, but also
connects people with the brand and engages people in a large way. For example Brand provides
sponsorship to cricket team during IPL matches which again brings people together using a
common platform.
Threats to Nokia Brand
Loss of market share to Brands like Samsung & iphone
High level of awareness but low in consumption
Low Brand Loyalty
Customer preference for software is Android base which Nokia do not use
Non consistent top management
Old image
Late entry in smartphones segment
Newer small companies like Micromax and Lava are hampering Nokia’s growth
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Recommendation
Nokia should try to make its communication campaigns more attractive as recent advertisements
made by Nokia are not much appealing to its target market. Thus company should try to increase
its advertising budget and improve on campaign.
Company has lost a large time in penetrating the smartphones market which made it difficult for
the company to get its share, which made it difficult for Nokia to sustain the market so it should
now not lose any time and make an aggressive move to get its share
Nokia has avoided adaptability with market demand, thus now it should try and adapt the
customers need and then inculcate that in its product offering
Due to major loss in the market share the brand equity for Nokia has came down to a large
extent, thus there is an urgent need for the company to revitalize its brand image using heavy
advertising and improvement in products
In recent time the acquisition of Nokia by Microsoft created a large havoc in the market, Nokia
should this event to build up their brand by leveraging the existing brand image of Microsoft
rather than diluting its Brand
Lumia Series being highly innovative product, still the penetration in market is very low. Thus
company should try to make efforts to completely penetrate in this market with much more
market share
After losing the market share also company in many segments are using market skimming
strategy for its pricing, which may give negative impact on sales of the product thus company
should try to work on its pricing strategy to gain maximum benefits from the market
Brand awareness is very high being an old company but brand knowledge is very low among its
target customers, thus company should try to educate its target audience regarding the positivity
of brand and product
For Nokia the target audience is very much confuse that is no proper targeting and segmenting is
done which many a times lead to negative impact for the brand, thus company should try to have
a defined STP for proper response from the customers
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The company faces competition from wide variety of companies, varying from high end
companies like Apple, Samsung, HTC etc and also from local companies like Micromax, Lava
and Karbon. Thus Nokia should try to position itself in such a way that competition from both
the segments of companies are overcome
Nokia brand was built on customers relation with the brand, the ‘connecting people’ tagline
helped company to build up its brand in its early days. Company should try to leverage that
image again with the new thoughts and ideas to revitalize its brand
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References
http://www.nokia.com/global/ http://www.marketingweek.co.uk/brands/microsoft/microsoft-trumpets-bigger-smarter-
product-portfolio-after-nokia-deal/4007962.article http://www.marketingweek.co.uk/news/nokia-hopes-lumia-1020-campaign-will-make-it-
famous-again/4007370.article http://www.marketingweek.co.uk/in-depth-digital/dropping-the-nokia-brand-name-will-be-
risky/4007801.article http://www.marketingweek.co.uk/brands/nokia/ http://gadgets.ndtv.com/mobiles/news/nokia-gets-aggressive-with-sans-contract-lumia-920-
pricing-290200 http://www.fiercewireless.com/story/nokia-launch-major-new-challenger-marketing-strategy/
2013-07-05 http://www.researchgate.net/publication/
236650815_Brand_Audit_of_Nokia_in_Indian_Context http://prezi.com/dgnumcl7jy5z/nokia-brand-evaluation/ http://conversations.nokia.com/2012/12/31/12-awards-the-nokia-lumia-920-won-in-2012/
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