This document provides a brand audit of Nokia that covers its history, brand analysis, portfolio, brand positioning and equity, scandals and counterfeiting, and future. Some key points: - Nokia was founded in 1865 and was originally a pulp mill, expanding into telecommunications. It dominated the mobile phone industry but lost market share to smartphones. - The brand analysis examines Nokia's logo, packaging, celebrity endorsements, alliances, and brand community. It has a distinct personality focused on connectivity and human technology. - The portfolio includes smartphones, networks, health solutions, and innovation labs. Brand positioning discusses Nokia's brand awareness, image, and loyalty formerly being strong but declining after partnerships like Windows Phone.

1. Brand Audit
Tracking the Strength of a Brand
By
 Sanjay Mishra

2. Table of Content
 HISTORY
 BRAND ANALYSIS
 PORTFOLIO
 BRAND POSITION & EQUITY
 BRAND SCANDALS, CRISIS & COUNTERFEITING
 FUTURE OF NOKIA

3. History
 Nokia Corporation multi national communications and information technology company, founded in
12th May 1865.
 In 2018, Nokia employed 103,000 people across 100 countries, did business in more than 130 countries
and reported annual revenues of around €23.73 billion
 The company has had various industries in its 150-year history, originally founded as a pulp mill, and
currently focuses on large-scale telecommunications infrastructures, and technology development and
licensing.
 Nokia's dominance also extended into the Smartphone industry through its Symbian platform, but was
soon overshadowed by competitors.
 Nokia eventually entered into a pact with Microsoft in 2011 to exclusively use its Windows Phone
platform on future smart phones.
 Its mobile phone business was eventually bought by Microsoft in an overall deal totaling US $7.17
billion.

4. BRAND ANALYSIS
 Logo & It’s History, Slogans
 “Nokia” is derived from the town Nokia and the Nokianvirta river.
 Packaging & Jingles
 Nokia is known to be innovative.
 Nokia’s latest products are a lot more environmentally friendly
 All the materials used are recyclable
 Nokia didn’t really use much jingles in their advertisement campaigns.
 The Nokia tune which is also called Grande Valse is a phrase from a composition for solo guitar
 Celebrity Branding
 Nokia advertising campaigns during the 2012 were mostly dominated by celebrities.
 Nokia roped in Shah Rukh khan and Priyanka Chopra to amplify sales
 Nokia was even registered as the official partner for Khan’s IPL team,
 Unfortunately, both, the campaign and the handset failed to make a mark with the target
audience and Nokia slowly fizzled out.

5. BRAND ANALYSIS
 Alliances
 most famous one was when they went on a partnership with Microsoft to create the Windows
smart-phone series (Lumia).
 Brand Community
 Nokia offers a forums experience, categorized into five sub-sections.
 Help is at hand
 Get talking
 Tech talk
 Feedback
 Beta labs:
 In 2018 Nokia announced that they’re sending some exclusive invitations to its fans to come join it
in person for its upcoming December 5 event in Dubai.
 Brand Personality, Knowledge & Loyalty
 As a persona , Nokia is one of the most valuable brand that has a distinct personality
 Their slogans “Connecting People” & “We Call This Human Technology” emphasis the human side
of the cooperate.
 user-friendly & very down-to-earth
 it is a trust-worthy company that actually cares about their customers.

6. PORTFOLIO
 Nokia’s portfolio has a lot of variety starting from smart phones,
Networking & Innovation labs. The company divides its portfolio
into three main categories:
 For Consumer : This category includes three sub-brands.
Smart Phones, OZO audio & Health.
 For Business: This category also folds under three sub-
brand. Networks, Health Solutions & Media Technologies.
 For Innovation: This category also includes two sub-brands.
Innovations with Nokia, Bell Lab.

7. BRAND POSITIONING & EQUITY
 Brand Equity
Applying Keller’s Brand Equity Model [19] also known as the
Customer-Based Brand Equity (CBBE) to Nokia’s brand equity.
 Salience(Identity – Who are you)
 Imagery & Performance(Compare with IPhone and
Samsung- what are you)
 Judgments & Feelings (What about you)
 Resonance (What about you and me )
 Consumer-based brand equity :
 Brand equity is very important to marketers of consumer
goods and services. Brand equity facilitates in the
effectiveness of brand extensions and brand introductions.

8. BRAND POSITIONING & EQUITY
 Brand awareness : – Nokia has the highest top of the mind recall compared to its competitors.
 Brand image : – Nokia has significant positive brand image compared to its competitors
– Customers acknowledge Nokia for its service.
– The perception of the customers towards the brand is also positive.
 Brand loyalty : – Customers who already have a Nokia mobile phone are ready to re- purchase a Nokia mobile
phone by paying a price premium. This means that Nokia users are loyal towards their brand.
– The loyalty factor of customers having other brands is less as compared to Nokia.
– Loyalty factor helps in attracting new customers by creating awareness and reassurance in the
brand. Nokia can also use this factor to respond to threats posed by competitors.
 Brand assets : – Nokia has over 100 small and large patents in the area of technology and research. This factor
helps the company with a competitive advantage by restricting competitors to capture its customer base and
loyalty.
 Brand elements : – Logo of the brand is ‘Nokia‘ which is short and easy to remember as a brand
name. It has a punch line ‘‘Connecting People“ which fits very well with the business that Nokia is
into and the strategic direction that it wants to see for itself in the future.

9. BRAND POSITIONING & EQUITY
 Positioning & Recommendations
 “Windows Phone”, affected the revenue sales of Nokia.
 lose its market share in the smart-phone industry.
 HMD Global smart-phones helped Nokia to go back on track.
 Recent numbers shows that Nokia is rising globally

10.  Positioning & Recommendations
 Nokia 8 Sirocco
 5.5-inch Quad-HD OLED display
 dual 12MP cameras
 RAM 6GB
 Battery Capacity3260mAh
 22000 Approx
 Almost squared-off design doesn’t scream high-end in 2018
 Samsung Galaxy Note 9.
 Powerful, 4000mAh battery
 Store more, delete less with 128GB storage
 All new Bluetooth enabled S Pen
 512GB of internal storage and 8GB of RAM
Nokia isn’t really putting a lot of effort into their designs that much---2018 Review,

11. BRAND SCANDALS, CRISIS & COUNTERFEITING
 Nokia Fall
 crises came from two important
 First reason is that Nokia ignored the American market.
 Nokia tried to get away with preserving its market dominance in Europe and
growing its leadership in Asia.
 From 2009 to 2010, Nokia’s global share of the smart-phone market dropped
from almost 47% to roughly 38%. Judgments
 The second reason is Nokia’s partnership with Microsoft was a big mistake.
 It was very difficult to work with Microsoft since they wanted to take more
control over the products that offered windows-operating system smart-
phones

12. FUTURE OF NOKIA
 Future of Nokia
 Nokia’s future looks bright
 5G will play a bigger role in their future with most
of the countries trying to opt for 5G.
 Once the 5G investments start paying and
customers start buying and implementing, Nokia
will be the biggest beneficiary.
 Nokia is betting big on next generation digital health
care and virtual reality.
 Digital health can add huge upside for Nokia.

13. THANKYOU