Nokia Corporation: Reversing the Decline in Brand Value
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Case Details:
Case Code : MKTG188
Case Length : 23 pages
Period : 2004-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Nokia Corporation
Industry : Mobile Phone
Countries : Global
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Excerpts Contd...
Moving Beyond Umbrella Branding
In 2005 Nokia decided to launch some high-end phones that
were rich in features. It also moved beyond umbrella branding with the launch of
the Nseries and the Eseries sub-brands. In 2006, the company formally announced
that its new products would come with names rather than numbers as it had
realized that consumers related to names that had a meaning...
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NSERIES
On April 27, 2005, Nokia launched its multimedia mobile phones called the
Nseries. The company dubbed this range of mobile phones as new generation
'multimedia computers'...
ESERIES
Nokia announced the launch of its business-oriented mobile phones under a new
sub-brand the 'Eseries' on October 12, 2005. The new range of Eseries mobile
phones were targeted at the market segment of business executives who were
constantly on the move and needed to be in touch with the office...
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OVI
Nokia announced the launch of its Internet services under a new platform called
'Ovi' on August 29, 2007. The word 'Ovi' in Finnish means door. Nokia, which
launched Ovi as an umbrella brand for all its Internet services, said it would
act as a gateway to all the Internet services which it would launch...
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A Brand Comeback?
Nokia's initiatives soon started showing results. In the
fourth quarter of 2005, the company led the market with a 34.1 percent market
share, a growth of 26.6 percent over the fourth quarter of 2004. Analysts felt
that the launch of the Nseries, the N70 in particular, had given a further
impetus to the sales...
Outlook
The mood at Nokia was upbeat following the stellar
results in the fourth quarter of 2007. "It was a year of important
strategic initiatives by Nokia, with Nokia Siemens Networks starting
operations, our Internet services effort taking shape around Ovi, and
the announcement of the pending acquisition of NAVTEQ. .. |
Exhibits
Exhibit I: Logos of Nokia, Nseries, Eseries & Ovi
Exhibit II: Nokia's Key Financials: 2004-2007
Exhibit III: A List of Nokia Product Names
Exhibit IV: A Note on the Mobile Phone Market
Exhibit V: Different Models of Nseries
Exhibit VI: Different Models of Eseries
Exhibit VII: A Note on Nokia's Competitors
Exhibit VIII: World's Top Ten Brands in 2007 by Brand Value
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