The document outlines Nokia's brand strategy, emphasizing its historical innovations in mobile technology, such as the first GSM handset and self-chargeable phone. It highlights the brand's values, vision, and added value through products like Ovi, and emphasizes the importance of a strong brand for financial success and customer connection. Nokia's brand is built on functionalism, relevance, and consistent quality, leading to high sales numbers for specific models.

2. CONTENTSBRAND ICEBERGBRAND VALUESBRAND TRIANGLEBRAND VISIONBRAND ADDED VALUEFINANCIAL RETURNSWHY A STRONG BRAND?

3. BRAND ICEBERG

4. BRAND VALUESINNOVATIVENESS1992 – first GSM handset 1994 – first satellite call 1998 – Vertu brand 1999 – first WAP handset worldwide 2002 – first 3G phone was launched 2010 – first prototype of self-chargeable phone 2010 – Nokia Push technologyUSER FRIENDLINESS -Shape - NavigationCARING - Environmental level - Personal level

5. BRAND TRIANGLERATIONAL - Utility (secure, robust, long battery life, minimal malfunction)- Usability (ease of use, minimal effort, high performance)EMOTIONAL - Social value- Enjoyment (aesthetics, pleasure)PROMISEConnecting people through very human technology.

6. BRAND VISION

7. BRAND ADDED VALUEOVI by Nokia- Free media-sharing platform- Ovi maps from computer to deviceFUNCTIONAL- Fabulous multimedia system - Product customization

8. FINANCIAL RETURNSInterbrand ranked Nokia2009, 5th, 35 billion2010, 8th, 30 billionBEST selling phones of ALL TIME Nokia 1100 - 410 million Nokia 3210 - 320 million Nokia 5230 - 296 million

9. WHY A STRONG BRAND?- FUNCTIONALISM- RELEVANCE- PRICED ON VALUE- CONSISTENT- PRODUCT HIERARCHY

10. THANK YOU!