Building A Powerful Technology Brand
PREPARED BY: PRIYANKA AMIN
with Nokia. of course. Motorola. So what makes the difference between the most successful and less successful brands? It certainly is not what product features are offered. and Ericsson fighting it out at the top and several less successful brands like Samsung. do consumers choose? The answer seems to be what the brand names mean to them. Philips. Leapfrogging in sales between brands frequently occurs based on design. How. The products range from the simple to the complex. But overall the market is predictable. the latest features.
The world of parity has hit the mobile phone market just as it has many other technology product categories. Siemens and Panasonic trying hard to make inroads into their top competitors' market share. then.
. but every manufacturer offers.
and has been consistently well managed across all markets. without even giving them names.
Nokia Group the Finland-based manufacturer of mobile phones. Only numeric descriptors are used for the products. because it is now the number one brand in many markets around the world. Nokia has succeeded in lending personality to its products. which do not even appear on the product themselves. In other words. Its efforts have paid off. has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. effectively dislodging Motorola from that position. it has not created any sub-brands but has concentrated on the corporate brand.
. giving individual products a generic brand personality. The brand has been built using the principles of customer orientation. Such is the strength of the corporate brand.
maps. CDMA. including GSM. solutions and services. and W-CDMA. up from an estimated 30% in third quarter of 2010. It is the world's largest manufacturer of mobile phones: its global device market share was 31% in the fourth quarter 2010.
. sales in more than 150 countries and global annual revenue of over €42 billion and operating profit of €2 billion as of 2010. music. with over 132. Nokia produces mobile devices for every major market segment and protocol. Finland in 1865 and incorporated in Nokia in 1871 Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries. games. Nokia offers Internet services such as applications.000 employees in 120 countries. Nokia's subsidiary Nokia Siemens Networks produces telecommunications network equipment. media and messaging through its Ovi platform.
Nokia was founded in Tampere.
However. Authenticity is one of key qualities that you can ascribe to Brand Nokia in India. Nokia’s core proposition has long been the ability to offer value-for-money to the price sensitive Indian consumer. this has now been wrested from them by new entrants who are able to leverage their smaller size to offer consumers cheaper mobiles with more features. Nokia was the first major mobile phone player in the market. By initially riding on the ‘Connecting People’ plank and later emphasizing the Indian connection through its ‘Made for India’ campaign. Nokia managed to win the hearts and minds of Indian consumers. Nokia was the first and only player to design a mobile phone exclusively suited to Indian conditions. In a nascent industry with few takers. The sheer size and scale of Nokia’s operations rule out any chance for the Finnish behemoth to compete on price with smaller players. And Nokia has emerged as the Most Trusted Brand in the country for three years in a row.
Nokia entered the Indian handset market in 1995. Nokia managed to transform the market by introducing products tailored specifically for the Indian consumer. Nokia was the first player to bring mobile phones within the reach of every consumer. Nokia still commands the consumer’s respect when it comes to quality and performance.
Company logo. incorporated in Nokia in 1871. Founded in Tampere in 1865.
The Nokia Corporation "arrows" logo.Logo from 1965 to 1966. used before the "Connecting People" logo.
introduced its "Connecting People" advertising slogan.
current logo used since 2006. coined by Ove Strandberg and used since 1992. with the redesigned "Connecting People" slogan.
And the human dimension created by the brand personality carries over into the positioning strategy for the brand. Building friendship and trust is at the heart of the Nokia brand.
.Nokia Brand Personality As the focus is on customer relationships. the Nokia personality is like a trusted friend.
Nokia thus uses a combination of aspirational.
. emotional features. as though to say that Nokia understand what they want in life.
When Nokia positions its brand in the crowded mobile phone marketplace. and how it can help. leaving its competitors wondering what to own (or how to position themselves). "We call this human technology". This gives consumers a sense of trust and consideration by the company. It owns the "human" dimension of mobile communications. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. this is represented by the tag line. having taken the best position for itself. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technology enables you to get more out of life" In many cases. benefitbased. and competition-driven positioning strategies. its message must clearly bring together the technology and human side of its offer in a powerful way.
Product design is clearly critical to the success of the brand. especially those that impact the consumer. is the "face" of the phone. but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand.Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does. The large display screen. and how it can make that experience reflect its brand character. Nokia designers describe it as the "eye into the soul of the product". for example.
expressing the brand personality. The faceplates and their different colors can be changed to fit the personality." Nokia now accounts for over half of the value of the Finland stock market. lifestyle. The soft key touch pads also add to the feeling of friendliness. it ranked 11th on the world's most valuable brand list. making it the highestranking non-U. all of which revolve around what consumers what. it has unseated Motorola.
The shape of phones is curvy and easy to hold.S. Product design focuses on the consumer and his needs. Nokia achieved its brilliant feat through consistent branding. and has taken huge market share from its competitiors. "human technology.
. According to one brand valuation study carried out in mid-1999. backed by first-class logistics and manufacturing. As has been pointed out. and is summed up in the slogan. brand. and mood of the user.