Chapter 1 till 3

1.
2.
3.
4.
5.
6.
7.
8.

What Nokias over all brand strategy?

What is Nokias target market?
How does Nokia create brand awareness and brand knowledge?
What do you think Nokias brand imagery is like from the customers
perspective?
How does Nokia do internal branding?
What is Nokias positioning?
What are Nokias POD and POP?
What is Nokias brand mantra?

Chapter 4
Brand Elements

9. What are the brand elements of Nokia?

10.
How Nokia assesses the ability of these brand elements in
contributing towards brand equity?
11.
What are your favorite brand characters?
12.
How are the effects of changing brand elements relate to CBBE
model?
13.
What are the tag lines and slogans of the company?
14.
After how what period they changes their tag lines/ Slogan?
15.
Have these taglines and slogan been the contributory elements
in leading towards higher brand equity?

Chapter 5
Designing Marketing Programs to Build Brand Equity
16.
17.

How Nokia does it relationship marketing?

Which of the following is the tactic Nokia is best at?
a. Relationship Marketing
b. Permission Marketing
c. Experiential Marketing
d. One to One Marketing
18.
Why?
19.
Which are the products whose benefits you think you are not
capitalizing on that?
20.
What is your perceived and actual pricing strategy?
21.
In which category of Mobile phones, you think Nokia is
Successful?

22.
a.
b.
c.
d.

What are the four P strategy of Nokia?

Product Strategy
Pricing Strategy
Placement Strategy (Channel)
Promotion Strategy

Chapter 6
Integrating Marketing Communication

23.
How Nokia designs its marketing Communication Strategy
24.
What are the challenges Nokia faces in designing Marketing
Communication Strategy
25.
What is the role of 3600marketing in your communication
strategy?
26.
Which types of Advertising you do? And Why?
27.
Which types of PR tactics do you use and why?
28.
Which types of Promotional tools do you use and when and why?
29.
Which types of Sponsorships you give and why?
30.
When and why do you personal sell?

Chapter 7
Leveraging Secondary Brand Association
31.
Do Nokia uses secondary brand Association as a leveraging
factor?
32.
Which type of Leveraging do nokia do?
a. Co-Branding
b. Channel Distribution
c. Alliance
d. Licensing
e. Celebrity Endorsement
f. Events like sport or cultural etc
g. Third Party Sources like awards, ISO etc
33.
Why and How?

Chapter 8
Brand Value Chain

34.
How do you develop brand value chain?
35.
What are the Value stages for your company?
36.
What are multipliers to these value stages?
37.
Do you conduct brand tracking studies?
38.
Do you conduct it by your own or have you outsourced it?
39.
When do you conduct brand tracking studies?
40.
What do you judge by conducting these studies?
41.
Do you publish any brand equity report?
42.
Can we have a sample of that?
43.
How frequent do you publish this report?
44.
Do all of your stockholders have access to these reports?
45.
How do these studies impact on your day to day business
decisions?

Chapter 09: Measuring source of Brand Equity.

46.
With respect to your Brand which is Nokia what Qualitative and
Quantitative Research techniques have you used to capture your
customer mindset?
47.
Name some of it? How they were executed and what was the
customers response?
48.
What type of Brand personality does Nokia stand in customer
perspective?

Chapter 10: Measuring outcome of Brand Equity.

49.
Have Nokia (as a brand) ever been through Brand-Based
Comparative Approaches? Like Blind-testing approach?
50.
What about marketing based comparative approaches like when
marketing program changes how consumer response is examined?
51.
Lets take two variables Price and Brand in (Conjoint Analysis).
Now how does this methodology works when it comes to creating value
from consumers?
52.
How is value added and considered while building up Nokia as a
brand holistically?