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
Background Note
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Nokia was the world's leading manufacturer and marketer of
mobile phones. It was headquartered in Espoo, Finland. As of end 2006, the
company's products were divided into four main divisions: mobile phones
(wireless voice and data devices for personal and business uses), multimedia
(home satellite systems and mobile gaming devices), networks (wireless switching
and transmission equipment used in carrier networks), and enterprise solutions
(wireless systems for businesses).
The origins of the company can be traced back to 1865, when an engineer called
Knut Fredrik Idestam (Idestam) established a wood-pulp mill in southern Finland
to manufacture paper...
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The Nokia Brand
Nokia had been a dominant player in the mobile phone market
ever since it entered the market. It quickly established itself as a strong
brand by focusing on branding. The company's philosophy the 'Nokia Way' called
for four brand values - creative, inspiring, human, and accessible. The
importance of branding was drilled into everyone in the organization through
training programs...
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Nokia Brand - Losing its Sheen?
Though Nokia continued to be the mobile phone of
choice among consumers, in 2002 the total sales of its mobile phones
started to show signs of a fall. In the year that followed it faced
stiff competition from Samsung and some operator-branded mobile phones.
In 2004, its market share declined to less than 30 percent from around
40 percent in 2003. Analysts also felt that the company had failed to
foresee how popular clamshell mobile phones would become. While its
rivals were offering these models, Nokia continued to churn out the
single piece design popularly called 'Candy Bar'... |
Excerpts Contd...>>
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