Revitalize the brand using the existing brand equity as leverage – A case study of Nokia


Marketing is a societal process by which individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of value with others. Marketing thus is not just an encounter of products; but is a battle of perceptions. The supremacy of a brand lies in what resides in the minds of customers – what they learned, felt, seen, and heard about the brand as a consequence of their experiences over time. A brand thus focus on following factors:

Culture Value Brand personality User Benefits Attributes


In today's market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining and invest in revitalizing them. More and more companies in many different industries are realizing the need to focus on "brandbuilding." Industries--financial services, utilities, healthcare, and high-tech--realize that brand-building is not just for the consumer goods industry anymore . Points are also to be considered while concerning with revitalization: – Make a new with an old one – Use the benefit of older to gain new one When a brand dies, significant investments that were made to build the brand are also lost.


Focus on three key questions:  (1) What new uses will revitalize an old brand?  (2) How do consumers learn of new uses for old brands?  (3) How can new uses be most effectively communicated Answering these questions enables one to craft a new usage campaign that increases both brand equity and sales. Brand equity refers to the value of the brand . Need for leveraging brand equity  Guides brand strategy  Strengthens brand memorizing, communication, association  Provides brand extension possibility  Assists portfolio reorganisation  Improves competitive advantage  Adds value to organisation – market value, gives a sense of direction to employees

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Nokia has played a revolutionary role in the escalation of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network. Nokia started its India’s operations in 1995. Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network. Some firsts for Nokia in India 1995 – First mobile phone call made in India on a Nokia phone on a Nokia network 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210) 2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-fi Phone- Nokia Communicator (N9500) 2006 – Nokia manufacturing plant in Chennai

Nokia’s Concept of the power of WE
 Nokia

works on the principle of working together to protect the environment. They believe in:
 We: recycle  We: create  We: energize  We: support  We: evolve

Nokia has always targeted to become a leader in environmental performance. Responsible business practices have always been a part of their culture and way of working.

 Devices

business  Services business  Infrastructure business  R & D centres  Design Studio  Manufacturing in India


Nokia Brand Personality – the Nokia personality is like a trusted friend. Building friendship and trust is at the heart of the Nokia brand. And the human dimension created by the brand personality carries over into the positioning strategy for the brand. Nokia Product Design – it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. – The large display screen, for example, is the "face" of the phone. Nokia designers describe it as the "eye into the soul of the product". Nokia Positioning – "Only Nokia Human Technolgy enables you to get more out of life"


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Nokia is leading player in the cellular industry and is very much ahead from its competitors like Apple, Samsung, Motorola, and Sony who are still trying to compete with it. A rise in per-capita income, the arrival of less-expensive phones, declines in tariffs, pro-industry and pro-consumer regulations enacted by the government and a host of other factors have been instrumental in driving this growth of Nokia. About 5.5 million Indians are signing up each month, which should drive subscriber numbers to 48.4 crore by 2011. it will be hard to defeat Nokia at present and in near future in terms of market share.

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