NOKIA

Brand Equity Analysis:

Brand Equity is the added value endowed to products and services. This value may be reflected
in how consumers think, feel and act with respect to the brand, as well as the prices, market
share, and profitability that the brand commands for the firm. Brand equity is an important
intangible asset that has psychological and financial value to the firm. The recall and recognition
of Nokia brand is well established as compared to others. When Nokia positions its brand in the
crowded mobile phone marketplace, its message clearly bring together the technology and
human side of its offer in a powerful way. The specific message that is conveyed to consumers in
every advertisement and market communication (though not necessarily in these words) is "Only
Nokia Human Technology enables you to get more out of life" In many cases, this is represented
by the tagline, "We call this human technology". This gives consumers a sense of trust and
consideration by the company, as though to say that Nokia understand what they want in life, and
how it can help and it knows that technology is really only an enabler so that you-the customer-
can enjoy a better life. Nokia thus uses a combination of inspirational, benefit-based, emotional
features, and competition-driven positioning strategies. It owns the "human" dimension of
mobile communications, leaving its competitors wondering what to own(or how to position
themselves), having taken the best position for itself.

Brand Awareness: Nokia has the highest top of the mind recall compared to its competitors.
Hence it has high brand salience. The aided recall (brand recognition) for Nokia is also higher
compared to its competitors.
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 (Aaker,1991). Nokia can also use this factor to respond to threats posed by competitors.
Perceived Quality: Nokia is positioned at the top of the mobile phone category in terms
of perceived quality factor. The brand-positioning map positions Nokia high both in terms of
Price and Quality. This factor differentiates Nokia from its competitors and affects purchasing
decisions of potential customers as well as builds positive associations with its channel members.

Brand Image:

 Nokia focused on building customer relationship and trust.

 Building friendship and trust is the heart of Nokia brand.
 Logo shows their brand personality.
 It has created a distinct image in the minds of the customer by the latest ring tones.
Nokia has significant positive brand associations compared to neutral or negative associations.
Customers acknowledge Nokia for its reliability. The perception of the customers towards the
brand is also positive.