Nokia; Mobile phone company


Nokia adaptable buzz is the apple bigger adaptable buzz manufacturer, with its absolute artefact portfolio accoutrement all chump articulation and standards.Nokia is the one of the avant-garde of the adaptable advice society.Nokia’s mission is to accredit bodies to affix with one addition and to advice sources behindhand of time or place.Nokia’s technology and applications are advised for animal needs and based on solutions that action seamlessly and finer together.

Nokia has adopted accomplished techniques to access a consumer, the bulk of their buzz are reasonable. Almost every boutique ambidextrous in mobiles sells Nokia buzz afar from their Nokia affliction and Nokia antecedence outlets. Their accessories are additionally able-bodied promoted.

In this activity address I accept discussed the cast value, cast image, artefact ambit and ambition bazaar of Nokia in abundant manner. Everything said in this address is accompanying with theories.


The apple of affinity has hit the adaptable buzz bazaar aloof as it has abounding alternative technology artefact categories. There are lots of ranges of accessories from circuitous to simple, but every architect offers, of course, the latest features. Leapfrogging in sales amid brands frequently occurs based on design. But all-embracing the bazaar is predictable, with Nokia, Motorola, and Ericsson angry it out at the top and several beneath acknowledged brands like Samsung, Philips, Siemens and Panasonic aggravating adamantine to accomplish way into their top competitors’ bazaar share. So what makes the aberration amid the best acknowledged and beneath acknowledged brands? It absolutely is not what artefact appearance are offered. How, then, do consumers choose? The acknowledgment seems to be what the cast names beggarly to them.

Nokia association is world’s one of the bigger telecommunication accessories manufacturers. It is the Finland-based aggregation of adaptable phones which was congenital in 1961, and accustomed as a top and acknowledged cast in bounded bazaar but its big business has broadcast in all areas to abutment barter charge and wants and the advance of telecommunication industry.

It was started as a pulp, elastic and cable accomplishment aggregation but with connected accomplishment now it is the arch accomplish of adaptable devices. It offers a avant-garde ambit of mobiles accessories with the acquaintance in music, video, imaging, gaming and a lot more. It additionally provides the account to arrangement operator. Its efforts accept paid off, because it is now the cardinal one cast in abounding markets about the world. I accept alleged this cast because it is actual accepted in the market. In this address you will acquisition how this cast managed to accumulate up their angel in the bazaar back the antagonism is so strong, and how they managed to accumulate the aforementioned position during the year if the bazaar wasn’t absolute all the time and how they accomplish with their strategies apropos the sale.


Brand can be authentic as the admixture of a cardinal of constant such as name, term, sign, and attribute acclimated for the identification of the appurtenances and casework of may be one agent or assorted sellers and to differentiate them from the competition. Kotler (2009) for archetype Pepsi, coke, lux, Nokia etc. in alternative words it agency that whenever a actuality or banker actualize a name, logo or attribute this agency he or she has formed a new brand.

Due to huge antagonism companies are addition themselves to cast their accessories angel as able-bodied as brands bulk to their customers. They are spending in abundant bulk so that they can advance or angle in today’s aggressive world. These companies are spending lots on assay so that they can authorize a appropriate identity. Cast which is stronger in numbers will accomplish huge advantages for the company.


Brand angel is the altered set of associations prevailing in the apperception of the barter about what cast stands for and cast makes what types of promises. It can additionally be authentic as the absolute of those ancestry which are actual and intangible. A cast angel of a artefact is one of the best important aspects in one alignment so; accordingly it is analytical for every business to sustain a able cast image. The architect of Nokia has managed to authorize and advance its cast angel overtime. Angel of the cast is the acumen of the cast by consumers. The ambition of alive strategically with the cast angel is to accomplish abiding that chump authority able and absolute associations of the cast in their minds.

Over the years academics accept abnormally authentic cast image, but yet they accept the aforementioned meaning. According to McDonald and De Chernatony (1998), a apparent “person, service, abode or a product” activated in a way that accomplish the user’s needs and wants through acquainted added bulk and advancement this added bulk adjoin the antagonism is a assurance of a able cast image. Addition abstraction by McDonald and Christopher (2003) identifies the belief that a cast charge accommodated to body a able cast image. As Herzog (1963) defines it as based on the brands affiliation in the consumer’s anamnesis over time, a cast angel is viewed. Images, ideas, pictures in consumers’ minds that draw the ability of a cast angel (Levy, 1978).

  • A able cast is associated with a name, design, a symbol, or a combination. These will allocate the artefact as accepting a aggressive advantage.
  • Strong brands accomplish bigger balance and a bigger achievement in the market.
  • If a cast has continues aggressive advantage again it could be classified as an asset.

Moreover, McDonald and Christopher (2003) add that a cast angel is a mix of sensual, rational, and affecting appeal.

Nokia has created a audible angel in chump apperception by its Logo, its Slogan, and its accepted arena accent accepted bulletin tone, and the specific bulletin that is conveyed to the barter in every advertisement is” Nokia enables you to get added out of life”

Keller (2002) states that the genitalia of a cast can additionally explain the brand; by genitalia Keller agency the altered trademarks of a cast that differentiate it from alternative brands such as a name, logo, package, slogan, and etc.

Nokia focused on architecture chump accord and trust, their logos shows their cast personality.

Brand images are usually evoked by allurement consumers the aboriginal words/images that appear to their apperception back a assertive cast is mentioned (sometimes alleged “top of mind”). Nokia has fabricated its actual able angel in the apperception of consumer. What is the aboriginal affair that comes in our apperception back we anticipate about Nokia? “QUALITY”

Nokia is accepted for its best accouterment alarm accession and accouterments quality. Their buzz is added abiding and reliable than any of the alternative adaptable buzz in the market. The affection and array activity of nokia buzz is best than any alternative corpuscle phones accessible in the market. Bodies who talks a lot consistently adopt Nokia than any alternative brand.

Logo of Nokia is to “connecting people” Nokia advice bodies a lot to accomplish this charge and it advice bodies feel abutting to what bulk to them.Nokia focus on accouterment chump with actual animal technology- technology that is intuitive, a joy to use and beautiful.

According to Keller (2002) some of the key furnishings of a able cast angel are that the angel can abolish any abrogating acquaintance by the customer. Able cast angel can access the consumer’s aplomb akin and

Purchasing decision. This usually leads to a college bulk and a greater bazaar share, Additionally a able cast angel can angle adjoin aggressive advertisement.

Brand angel can be able by cast communications such as packaging, advertising, promotion, chump service, articulate and alternative aspects of the cast experience.

Packaging is important because it protects artefact as they accomplish their way from branch to customers.Nokia has a acceptable adorable & defended packaging; they accept bargain the bulk of printed actual central the box.

Nokia has undertaken no 1 of promotional activities to advance its artefact like website which accommodate the abounding advice of the artefact through bi-weekly TV, Magazines,signboards,billboards.Filmstars and players are additionally assassin for promotions.Nokia has additionally sponsored abounding cultural activities, sports events, action aggregation to advance its brand.Nokia additionally accommodate discounts to online applicant through nokia abatement coupons or advertisement codes,nokia additionally accommodate agency to banker on the sales of every Nokia corpuscle buzz and accessories.


Nokia has a actual all-inclusive and huge account of adaptable phones.Nokia adaptable phones are accessible for every chump group, starting from simple and abiding phones for the low assets accumulation and aerial end buzz for those who can acquiesce to absorb money. So behindhand of actuality a accumulated ambassador or a fresher into the apple of economy, Nokia has article for you.The afterward is a fractional account of accessories branded by Nokia Corporation.

This account is about the avant-garde Nokia products. In the past, Nokia has produced at one time or addition cardboard products, car and bike tires, cossack (including Wellington boots), communications cables, televisions and alternative chump electronics, claimed computers, electricity bearing machinery, robotics, capacitors, gas masks such as the M61 for the Finnish Army, plastics, aluminium and chemicals.


  • Nokia 1000 series
  • Nokia 2000 alternation / Basic alternation
  • Nokia 3000 alternation / announcement series
  • Nokia 5000 alternation / Active series
  • Nokia 7000 alternation / Appearance and exprimental series
  • Nokia 8000 alternation / Premium series
  • Nokia 9000 alternation / anchorperson series


  • Nokia E-series / Action series
  • Nokia N-series / Multimedia computer series
  • Nokia N Gage / Adaptable gaming device
  • Vertue / Luxury phone


We apperceive that the bazaar is actual avant-garde and marketers can’t amuse anybody in the bazaar with every product.Thats why nokia has disconnected the corpuscle buzz bazaar into altered segments. Nokia has disconnected and articular the altered accumulation of buyers who crave or adopt altered appearance and accessories in their corpuscle buzz by examing, demographic, psychographic and behavioral aberration amid buyers.


1000 series, and the 2000 alternation are entry-level phones. However, the 2000 alternation about accept added avant-garde appearance than the 1000 series. In this alternation Nokia targeted low assets and aboriginal time adaptable Buyers.The sets accommodate in this alternation are 1200,1208,1100,1110,1110 etc.


The Nokia 6000 alternation or Classic Business alternation is ambit of adaptable phones marketed by Nokia. This ancestors of phones is notable for their conservative, unisex designs, authoritative the ancestors accepted with business users.In this alternation Nokia Targeted appropriate people.Sets accommodate in this alternation are 6300,6233,6120,3120 etc


Nokia targeted bold lover in this series.These sets includes bold like comedy station,PSP and Xbox.


Nokia barrage this alternation for the bodies who adulation music .So in this alternation of Nokia Music lover are targeted.Sets Includes 5220, 5310, 5800, 5610, 5320 etc


is a artefact ancestors that includes multimedia smartphones. These are adaptable accessories acknowledging agenda multimedia casework such as music playback, video capture, photography, adaptable gaming and Internet services. Some Nseries accessories abutment accelerated wireless technology, such as 3G, or Wireless LAN.This alternation is additionally alleged Multimedia computer.Named as on footfall avant-garde multimedia.Sets are N70, N73, N95, N96, N80, N81, N91 etc.


Nokia n-Series consists of business-oriented smartphones, it accent on added connectivity and abutment for accumulated e-mail advance services. All accessories accept avant-garde appointment features. Phones able with Wireless LAN additionally accommodate a VoIP applicant (SIP Protocol).This alternation is for business people.Sets includes are E51,E66,E71,E61i ,E90 etc.


In this alternation Nokia Targeted Bodies which appearance beheld status.Sets includes in this alternation are Sephira arte,8800 Gold,8800 arts etc.


Nokia is fundamentally alteration its buiness archetypal to transform both the aggregation and the industry.While Nokia abide to attempt with the acceptable adaptable accessory manufacturers,Nokia additionally are ambidextrous with new competitors entering the bazaar from the PC and internet industry.These are the ares area the bigger opportunities lie.with all this technology accessible in the advice bazaar it is accessible that Nokia will accept lots of antagonism they include

  • Sony Ericsson
  • Motorola
  • Samsung
  • Panasonic
  • LG


Brand bulk is basically the bulk that a cast account in agreement of income, reputation, prestige, abeyant assets and bazaar value. Brands with a aerial bulk are admired as ample assets to a company, so that back a aggregation is awash a cast with a aerial bulk may be account added than any alternative consideration.

In today’s aggressive ambiance conception and aliment of brands are added important. Cast disinterestedness creates back you advance in branding activities. And disinterestedness of the cast abide back chump are acquainted of the brand, loyal to the cast and apperceive the cast as accepting quality. These three are the capital apparatus of the acknowledged brand.

Nokia accounts for over bisected of the bulk of the Finland banal market, and has taken big bazaar allotment from its competitors. According to one cast appraisal abstraction it ranked 11th on the world’s best abandoned cast list, authoritative it the astral non-U.S. brand. As has been acicular out, it has unseated Motorola. Nokia accomplished its ablaze accomplishment through constant branding, backed by capital acumen and manufacturing, all of which circumduct about what consumers want.

Nokia has a antagonism with Samsung, Sony Ericsson; Motorola.Nokia is the above supplier of the phone. It has developed astronomic action by artlessly actuality amount baton and application its advantage to consistently accompany about artefact addition and participate aggressively in the bazaar places.Inspite of the big name in chump electronics like Samsung, LG, Motorola, Sony Ericsson, Nokia absolutely rules the adaptable buzz bazaar all over the apple with about 40% of the bazaar allotment with no abutting competitors.Nokia is absolutely the baron back comes to cast value, Account and experience. The Finnish adaptable behemothic is acutely no 1 position because nokia’s alarm affection is best, there accouterments affection is best. The array activity of Nokia adaptable buzz is best than any alternative corpuscle phones accessible in the market. The bulk tag of nokia buzz is actual reasonable.

The apple baton in advancement has jumped up one abode from aftermost year’s study, which annually displays the top 100 brands in the apple based on absolute abstracts that appraise the brand’s absolute value. Nokia agape computer accouterments behemothic Intel from their 2006 cardinal bristles position, assault automotive aggregation Toyota to fifth place. US domiciliary names Coca-Cola, Microsoft, IBM and GE absorb the aboriginal four positions.

Nokia was additionally called as a notable aerialist with their cast bulk accretion by 12%. “Nokia has rediscovered the affair of appeal conception by absorption on simple, accessible to use handsets that are glassy and stylish,”

Nokia is the alone Finnish cast to accomplish the top 100, in a table which is bedeviled by 53 US brands. Alternative notable presences by agent country are from Western Europe – Germany the UK and Switzerland, while Japan and North Korea represent Asia, mostly in the Automotive and Chump Electronic sectors.


For this address I accept accumulate abstracts from altered sources from online journals weblinks,articles and magazines, now I m activity to assay my findings, Today Nokia has accomplish area the alternative big cast failed, mostly by putting calm the animal technology and assertive in the affecting aerial ground.Nokia additionally analyze itself through its appraisement strategy. Huge ambit of nokia accessories acquiesce barter accept not alone by technology appearance but additionally by price.Nokia has huge cast equity. It is additionally allotment all-embracing festivals.


  • Nokia should advance artefact designing because it abduction ample cardinal of bazaar share. It should access the advertisement and use all accumulation media for advertisement.
  • Nokia acceptance is actual able-bodied but there is achievability to increase. This can be done through all-encompassing advice campaign.
  • Nokia should accommodate some added account to chump that buy Nokia like chargeless balance to nokia software for a year.
  • Nokia should accomplish some collective adventure with appearance cast like Dolce & gabbana to actualize appearance adaptable phone.
  • It is a abundant befalling for Nokia to access acquirement and ability chump adherence if they advertise added software like amateur videos etc through nokia website.


Nokia adaptable phones accept got common appreciation. Because they accept captured the ample allocation of adaptable market. Due to aerial quality, amount capability & ample features; The Nokia adaptable phones can be calmly repaired on the adaptable adjustment shops, as the aggregation additionally food additional genitalia in the market. Nokia adaptable phones resemble latest appearance with the change of time.




  1. De Chernatony, L, & McDonald, M. (1998). Creating able brands. Oxford: Butterworth Heinemann.
  2. Herzog, H. (1963) Behavioral Science Concepts for Analyzing the Consumer. Business and the Behavioral Sciences, Peny Bliss, ed., Boston: Allyn and Bacon, Inc., 79-84.
  3. Keller. K. (2002). Branding and cast equity. In B. Weitz & R. Wensley (Eds.), Handbook of Marketing. London: Sage Publications. 165-175.
  4. Kotler.P. Kevin Keller (2009) business administration 13th edition
  5. Levy, S.J. (1978), Marketplace Behavior. NY: AMACOM
  6. McDonald, M., & Christopher, M. (2003). Marketing: A complete guide. New York: Palgrave MacMillan

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