Case Study - Reversing the Decline in Brand Value
This case is about Nokia Corporation's (Nokia) strategies to revive the 'Nokia' brand. Despite being the market leader in the mobile phone market since 1998, the company saw a decline in its brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia's brand value as well as its market share. Since 2005, the company started taking various initiatives that went a long way in reviving the 'Nokia' brand. In addition to focusing on innovative products, it decided to move beyond umbrella branding and introduced sub brands.
The 'Nseries' sub brand was used for the high end multimedia phones which had features such as high powered digital cameras and portable digital …show more content…
In particular, the year 2004 saw a major erosion in the company's market share as well as brand value, as the younger buyers opted for the trendier mobile phones offered by its rivals such as Motorola Inc. (Motorola), Samsung Electronics Co. Ltd. (Samsung), and Sony Ericsson Mobile Communications AB (Sony Ericsson). Realizing that its focus on marketing low-priced mobile phones in the developing countries was hampering its brand image in the mature markets of Europe and the US, Nokia started taking some initiatives to rejuvenate the brand in 2005. This included a renewed emphasis on new product development and branding and moving beyond the umbrella branding that it had been zealously following until …show more content…
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
This case is about Nokia Corporation's (Nokia) strategies to revive the 'Nokia' brand. Despite being the market leader in the mobile phone market since 1998, the company saw a decline in its brand value since the early 2000s. The year 2004, in particular, saw major erosion in Nokia's brand value as well as its market share. Since 2005, the company started taking various initiatives that went a long way in reviving the 'Nokia' brand. In addition to focusing on innovative products, it decided to move beyond umbrella branding and introduced sub brands.
The 'Nseries' sub brand was used for the high end multimedia phones which had features such as high powered digital cameras and portable digital …show more content…
In particular, the year 2004 saw a major erosion in the company's market share as well as brand value, as the younger buyers opted for the trendier mobile phones offered by its rivals such as Motorola Inc. (Motorola), Samsung Electronics Co. Ltd. (Samsung), and Sony Ericsson Mobile Communications AB (Sony Ericsson). Realizing that its focus on marketing low-priced mobile phones in the developing countries was hampering its brand image in the mature markets of Europe and the US, Nokia started taking some initiatives to rejuvenate the brand in 2005. This included a renewed emphasis on new product development and branding and moving beyond the umbrella branding that it had been zealously following until …show more content…
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