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Nokia 2

Nokia 2

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Published by Anisa_Rao
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Published by: Anisa_Rao on Aug 26, 2011
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01/13/2015

 
1
Executive summary
Branding is an integral part of the business building process. Largecorporations spend hundreds of millions of dollars building their brands, and there¶s areason:
 
Brands enable customers to remember your product-service.
 
Brands build customer loyalty and lead to repeat purchases.
 
Brands make it easier for current clients or customers to refer you to others.
 
Brands send a message as to what your customers can expect.
 
Brands convey an emotion.Brands add value.
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Hence it is very important for an organization to develop strong brand image whichand develop brand in god manner.As in our subject µProduct And Brand Management¶ we learn various conceptsregarding bran, brand elements, building of brand, POD and POP and brand equity.In this project I made an attempt to understand the practical application of theseconcepts and how they are helpful to the company.In this project how these concepts are applied by Nokia is studied. The topic Istudy brand development and brand equity of Nokia. Nokia is market leader inmobile sector and in India Nokia is holding 1
st
rank for last three consecutive years.So I want to know how they are able to develop their brand equity and what their sources of equity are.
NOKIA
 
 
INTODUCTION
Its vision is ³
a world where everyone can beconnected. Our vision is to ensure that 5 billion people are always connected at any given point and to achieve 100 fold more network traffic
 Nokia comprises three business groups:
Mobile Phones
connect people by providing expanding mobile voice and data
 
3
 
capabilities across a wide range of mobile devices.
Multimedia
gives people the ability to create, access, experience and sharemultimedia in the form of advanced mobile multimedia computers and applicationswith connectivity over multiple technology standards.
Enterprise Solutions
offers businesses and institutions a broad range of products andsolutions, including enterprise grade mobile devices, underlying securityinfrastructure, software and services.Its business groups are supported by various horizontal entities:
Customer and Market Operations
is responsible for sales and marketing,manufacturing and logistics, and sourcing and procurement for mobile devices fromMobile Phones, Multimedia and Enterprise Solutions.
Technology Platforms
delivers leading technologies and platforms to Nokia's business groups and external customers.Many other Nokia-wide horizontal units drive and manage specific Nokia assets. Nokia Siemens Networks, which started operations on April 1, 2007, for fix mobilenetwork in business.
NOKIA AS A BRAND IN INDIA
 Nokia has played a pioneering role in the growth of cellular technology inIndia. Nokia started its Indian operations in 1995 and presently operates its offices infive main cities namely, New Delhi, Mumbai, Kolkata, Bangalore, Ahmadabad. ItsIndian operations include handsets and network infrastructure business in which Nokia Siemens (Nokia merged its telecom network operations with Siemens. Theyalso agreed to merge their equipment division into a joint company) has made asignificant progress in realizing business opportunities and increasing market share.The Nokia Siemens Network is a key supplier to all the top GSM operators includingBharti, BSNL, Vodafone, IDEA, BPL. Since then the Nokia brand has been steadilygrowing and has gained wide acceptance in the Indian market.India is the third largest market for Nokia, in terms of its net sales as of 2006.It is the most trusted brand in India and leads other cellular phone brands in terms of market share, advertising and customer service.

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