INTRODUCTION Importance of Brand Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier. A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo. When all of these parts of the business are working well, the overall brand tends to be healthy. On the flip side, we all probably know a company that offers excellent products or services, but has a tarnished brand due to poor customer service. Let’s take a look at the important ways a strong brand impacts your business: Branding Improves Recognition One of major components of brand is logo. Think of how people instantly recognize the golden arches of McDonalds or the simple, but powerful eagle of the USPS. As the “face” of a company, logo design is critical because that simple graphic will be on every piece of correspondence and advertising. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of the company. Branding Creates Trust
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INTRODUCTION
Importance of Brand
Beyond just a memorable logo, good branding increases the value of a company, provides
employees with direction and motivation, and makes acquiring new customers easier.
A brand represents the sum of people’s perception of a company’s customer service,
reputation, advertising, and logo. When all of these parts of the business are working well,
the overall brand tends to be healthy. On the flip side, we all probably know a company that
offers excellent products or services, but has a tarnished brand due to poor customer service.
Let’s take a look at the important ways a strong brand impacts your business:
Branding Improves Recognition
One of major components of brand is logo. Think of how people instantly recognize the
golden arches of McDonalds or the simple, but powerful eagle of the USPS. As the “face” of
a company, logo design is critical because that simple graphic will be on every piece of
correspondence and advertising. A professional logo design is simple enough to be
memorable, but powerful enough to give the desired impression of the company.
Branding Creates Trust
A professional appearance builds credibility and trust. People are more likely to purchase
from a business that appears polished and legitimate. Emotional reactions are hardwired into
brains, and those reactions are very real influencers.
Branding Supports Advertising
Advertising is another component of the brand. Both the medium chosen and demographic
targeted for advertisements builds a brand. Too narrow an advertising focus, and a company
risks being “pigeon holed” and losing their ability to expand into new markets. Too broad a
focus, and the company fails to create a definable impression of the company in the minds of
would be customers.
Branding Builds Financial Value
Companies who publicly trade on a stock exchange are valued at many times the actual hard
assets of the company. Much of this value is due to the branding of the company. A strong
brand usually guarantees future business. Whether a company is in the position to borrow
funds for expansion or rolling out to an IPO, being perceived as more valuable will make the
process advantageous for the owner of the company. The greater a company’s devotion to
build its brand value, the better the financial return from its efforts.
Branding Inspires Employees
Many employees need more than just work— they need something to work toward. When
employees understand your mission and reason for being, they are more likely to feel that
same pride and work in the same direction to achieve the goals you have set. Having a strong
brand is like turning the company logo into a flag the rest of the company can rally around.
Branding Generates New Customers
Branding enables the company to get referral business. Would it be possible for customers to
tell a friend about the new shoes that customers love if customer couldn’t remember the
brand? A large reason ‘brand’ is the word used for this concept is that the goal is an indelible
impression. As the most profitable advertising source, word of mouth referrals are only
possible in a situation where your company has delivered a memorable experience with your
customer.
The most profitable companies, small and large, have a single thing in common. They have
established themselves as a leader in their particular industry by building a strong brand.
What does branding really mean? There are a lot of different definitions floating out there,
and way too many misconceptions. I define branding as the process with which you "define
your company’s distinctive value, one that your customers desire and are willing to
pay a premium for." Branding can be a very complex and involved process, as well it
should be. But there are practical steps you can take to steer your branding in the right
direction. I've provided them here.
Components of Brand
Branding is not just a logo or trademark. It incorporates many components that work together
to form the destination brand concept. Their management is part of the brand strategy. The
value of the brand is described by the term brand equity. Brand positioning and leveraging
are branding management approaches. The identity, image, personality, essence or soul,
character and culture are the brand components.
BRAND IDENTITY
Is how brand strategists want the brand to be perceived? It is a set of unique brand
associations that represent what the brand stands for. These associations imply a promise to
customers from organization members. Brand identity should help establish a relationship
between the brand and the customer by generating a value proposition involving functional,
emotional or self-expressive benefits.
BRAND IMAGE
Is a key component in the formation of a clear and recognizable brand identity in the market?
Brand image is related to how the brand is currently perceived by consumers. In other words
what is the reputation of the brand in the market place?
BRAND CHARACTER
Is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness
and honesty. This is also related with the promise of the brand to deliver the experience
associated with its name.
BRAND CULTURE
Is about the system of values that surround a brand much like the cultural aspects of a people
or a country.
BRAND PERSONALITY
Is the set of human characteristics that are associated with the brand? It includes such
characteristics as gender, age, socioeconomic class, as well as human personality traits such
as warmth and sentimentality.
BRAND ESSENCE (BRAND SOUL)
Represents the emotional elements and values of the brand. Essence should be part of a long
term positioning that does not change with every communication.
Challenges Faced by the Branding
According to AAKAR, the following are the top 10 challenges faced by the branding:
Treating brands as assets
The ongoing pressure to deliver short-term financial results coupled with the fragmentation of
media will tempt organizations to focus on tactics and measurable and neglect the objective
of building assets.
Possessing a compelling vision
A brand vision needs to differentiate itself, resonate with customers and inspire employees. It
needs to be feasible to implement, work over time in a dynamic marketplace and drive brand-
building programs. Visions that work are usually multidimensional and adaptable to different
contexts. They employ concepts such as brand personality, organizational values, a higher
purpose, and in general they simply move beyond functional benefits.
Creating new subcategories
The only way to grow, with rare exceptions, is to develop “must have” innovations that
define new subcategories and build barriers to inhibit competitors from gaining relevance.
That requires substantial or transformational innovation and a new ability to manage the
perceptions of a subcategory so that it wins.
Generating breakthrough brand building
Exceptional ideas and executions that break out of the clutter are necessary in order to bring
the brand vision to life. These ideas and the execution of them are more critical than the size
of your budget. “Good” is just not good enough. That means making sure you get more ideas
from more sources, and that you make sure you have the mechanisms in place to recognize
brilliance and bring those ideas to market – quickly.
Achieving integrated marketing communication (IMC). IMC is more elusive and difficult
than ever in light of the various methods you have to choose from such as advertising,
sponsorships, digital, mobile, social media and more. These methods tend to compete with
each other rather than reinforce because the media scene and options have become so
complex, so dynamic, and because product and country silos reflect competition and isolation
rather than cooperation and communication.
Building a digital strategy
This arena is complex, dynamic and in need of a different mind-set. The reality is, the
audience is in control here. New capabilities, creative initiatives and new ways to work with
other marketing modalities are required. Adjust the digital marketing focus from the offering
and the brand to the customer’s sweet spot, which is to say the activities and opinions in
which they are interested or even passionate about. Develop programs around that sweet spot
in which the brand is an active partner, such as Pampers did with Pampers Village or what
Avon did with their Walk for Breast Cancer.
Building your brand internally
It is hard to achieve successful integrated marketing communications or breakthrough
marketing without employees both knowing the vision and caring about it. The brand vision
that lacks a higher purpose will find the inspiration challenge almost impossible.
Maintaining brand relevance
Brands face three relevance threats: Fewer customers buying what the brand is offering,
emerging reasons not-to-buy, and loss of energy. Detecting and responding to each requires
an in-depth knowledge of the market, plus a willingness to invest and change.
Creating a brand-portfolio strategy that yields synergy and clarity
Brands need well-defined roles and visions that support those roles. Strategic brands should
be identified and resourced, and branded differentiators and energizers should be created and
managed.
Leveraging brand assets to enable growth
A brand portfolio should foster growth by enabling new offerings, extending the brand
vertically or extending the brand into another product class. The goal is to apply the brand to
new contexts where the brand both adds value and enhances itself.
Those engaged in building and leveraging a brand should examine each of these challenges in
turn and determine which are most critical to their success. Then evaluate the extent to which
your brand is in deficit in meeting that challenge. The answers to those questions should
result in a roadmap to strengthening both your brand and your impact.
Definition of Mobile phone:-
The cellular telephone (commonly “mobile phone” or “cell phone” or “hand phone’) is a long
range portable electronic device used for mobile communication. In addition to the standard
voice function of a telephone, current mobile phones can support many additional services
such assessor text messaging, email, switching for access to the Internet, &MMS for sending
and receiving photos and video. Most current mobile phones connect to a Cellular network of
base stations, which is in turn interconnected to the public switched telephone networks
phones. Cellular telephone is also defined as a type of short-waveanalogor digital
telecommunication in which a subscriber has a wireless connection from a mobile telephone
to a relatively nearby transmitter. The transmitter's span of coverage is called a cell.
Generally, cellular telephone service is available in urban areas and along major highways.
As the cellular telephone user moves from one cell or area of coverage to another telephone is
effectively passed on to the local cell transmitter. A cellular telephone is not be confused with
a codeless telephones.
INTRODUCTION OF NOKIA
Nokia Corporation (OMX: NOK1V, NYSE: NOK, FWB: NOA3) is a Finnish multinational
communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring
Finland's capital Helsinki. Nokia manufactures mobile electronic devices, mostly mobile
telephones and other devices related to communications, and in converging Internet and
communications industries, with 130,000 employees in 120 countries, sales in more than 150
countries and global annual revenue of over €38 billion and operating loss of €1 billion as of
2011. It was the world's largest manufacturer of mobile phones in 2011, with global device
market share of 23% in the second quarter. Nokia produces mobile devices for every major
market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers
Internet services such as applications, games, music, maps, media and messaging through its
Ovi platform. Nokia's joint venture with Siemens, Nokia Siemens Networks produces
telecommunications network equipment, solutions and services. Nokia also provides free-of-
charge digital map information and navigation services through its wholly owned subsidiary.
Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges, and plays a very large role in the economy of Finland, accounting for about
a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) in 2007.
The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in the
Interbrand/Business Week Best Global Brands list of 2011. It is the 14th ranked brand
corporation in Europe (as of 2011), the 8th most admirable Network and Other
Communications Equipment company worldwide in Fortune's World's Most Admired
Companies list of 2011, and the world's 143th largest company as measured by revenue in
Fortune Global 500 list of 2011. In July 2010, Nokia reported a drop in profits by 40%, which
turned into an operating loss of €487 million in Q2 2011. In the global Smartphone rivalry,
Nokia held the 3rd place in 2Q2011, trailing behind Samsung and Apple.
On 11 February 2011 Nokia announced a partnership with Microsoft; all Nokia smart phones
introduced since then were to run under Microsoft's Windows Phone (WP) operating system.
On 26 October 2011 Nokia unveiled its first Windows Phone handsets, the WP7.5 Lumia 710
and 800.
The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo,
was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia