This is a presentation that we did in group for the Branding class at USI - Universita Della Svizzera Italiana, Lugano, Switzerland for Nokia.

2. CONTENTS BRAND ICEBERG BRAND VALUES BRAND TRIANGLE BRAND VISION BRAND ADDED VALUE FINANCIAL RETURNS WHY A STRONG BRAND?

3. BRAND ICEBERG

4. BRAND VALUES INNOVATIVENESS 1992 – 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 technology USER FRIENDLINESS -Shape - Navigation CARING - Environmental level - Personal level

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

6. BRAND VISION

7. BRAND ADDED VALUE OVI by Nokia- Free media-sharing platform- Ovi maps from computer to device FUNCTIONAL- Fabulous multimedia system - Product customization

8. FINANCIAL RETURNS Interbrand ranked Nokia2009, 5th, 35 billion2010, 8th, 30 billion BEST 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!