Case Details:
|
Price: |
| Case Code |
: |
MKTG188 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemesBrand Management/ Branding decisions/ Umbrella Branding/
Sub brands |
| Case Length |
: |
23 pages |
| Period |
: |
2004-2008 |
| Pub Date |
: |
2008 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
Nokia
Corporation |
| Industry |
: |
Mobile Phone |
| Countries |
: |
Global |
Abstract:
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This case is about Nokia Corporation's (Nokia) strategies to
revive the 'Nokia' brand. Despite being the market leader in the mobile phone
market since 1998, the company saw a decline in its brand value since the early
2000s. The year 2004, in particular, saw major erosion in Nokia's brand value as
well as its market share. Since 2005, the company started taking various
initiatives that went a long way in reviving the 'Nokia' brand. In addition to
focusing on innovative products, it decided to move beyond umbrella branding and
introduced sub brands.
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The 'Nseries' sub brand was used for the high
end multimedia phones which had features such as high powered
digital cameras and portable digital music players. Nseries was
targeted at the young and tech-savvy customers.
Another sub brand, Eseries, was targeted at business users. In
2007, Nokia entered the Internet services market with the launch
of another sub brand 'Ovi'. Ovi was an umbrella brand for a
range of Internet services such as online music store, a
navigation system, and a gaming service called 'N-Gage Arena.
Analysts felt that the company did this in order to compete with
Apple Inc. that had entered the mobile phone market with the
launch of the iPhone.
Analysts felt that the sub brands, Nseries in particular, went a
long way in reviving the mother brand and also brought back the
younger buyers who were moving away from 'Nokia' in favour of
its rivals such as Samsung and Sony Ericsson.
Issues:
• Understand the issues and challenges faced by a mature brand.
• Understand the reasons for the decline in Nokia's brand value in the early 2000s and how Nokia revived the brand.
• Understand the advantage and disadvantages of umbrella branding.
• Understand the importance of branding for a consumer electronics company.
• Understand the issues and challenges faced by companies to defend their market leadership position.
Contents:
Keywords:
Brand revival, Branding, Umbrella branding , Brand-building,
Mother brand, Consumer perceptions, Sub brand, Positioning, Lifestyle
positioning, Brand value, Innovation, New product development, Mobile phone
market, Market leader, Organizational culture, Nseries, Eseries, Ovi, Motorola,
iPhone, Nokia, Samsung, Macintosh, Apple, Sony Ericsson, LG
Dominating the Mobile Phone Market
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