Nokia Brand’s Positioning
Nokia was named the 5th Best Global Brand in 2007 and has been one of the 10 best global brands for almost a decade. So what makes Nokia Brand so valuable and what is Nokia’s value proposition? As Tam Harbert of Electronic Business magazine has put it: "If Nokia Corp. were a person, it would be young, sexy, sophisticated, hip and generally "with it"". Nokia newly released high-end phones aimed at both the consumer and business user and is showing strength in both emerging and mature markets. Nokia has been successful in differentiating itself in the crowed and highly competitive mobile communication industry and its newly targeted battle of internet industry. Nokia emphasizes technology innovation, fun spirit, design, and ease of use to build a “trusted relationship” with customers . The brand has lived up to the vision of its “Connecting people” and “Human technology” slogan. Nokia’s strategy can be easily spotted on company’s corporate website: Nokia’s strategy is to build trusted consumer relationships by offering compelling and valued consumer solutions that combine beautiful devices with context enriched services . Example would be Nokia phone’s faceplates and different colors that suit user’s personality, mood and lifestyle. By owing the “human” dimension of mobile communications, Nokia has taken the best position for itself, leaving its competitors behind pondering what to own to position themselves .
According to Pertti Korhonen, Chief Technology Officer, Nokia, a 'consumer-first mindset' remains at the core of everything at Nokia. This approach is communicated down to Nokia’s employees including designers who sketch a new mobile phone concept and hardware engineers who design complex technology enablers such as multiradio and video sharing. Nokia offers mobile phones in five categories: broad appeal, lifestyle products, entry, CDMA and Vertu. Nokia ensures that every phone it offers can answer customers’ needs...
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