Company Confidential Brand Strategy ISB – Grade 8-2 Class David Cheung 16 th Jan 2008 Beijing 1 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC.

Company Confidential

Brand Strategy

ISB – Grade 8-2 Class

David Cheung

16th Jan 2008

Beijing

1 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC


2 © 2008 Nokia ISB Sharing.ppt / 2008-01-16 / DC

Today’s Sharing

• What is Brand

• Why it is important to any company

• How is Brand promoted & advertised

• Do’s and Don’ts

• Some Nokia advertisements

• Questions and Answers


Brand – what it is

• It is a form of company identity and it is unique – similar to reputation

• It should represent what the company is about, its belief, value system & etc

• It promises certain deliverables to customers/consumers

• It takes years to build a Brand, and yet, can be destroyed in days if core message is repeatedly undermined

• It is constantly being evolved as company matures and changes direction

• Hence, company must have a brand strategy as activities to promote this image can remain consistent and true

• Lastly, sometimes you see Master Brand & Sub Brands strategy

Corporate Brand (3m)



From Groundwood to Corporation

Fredrik Idestam (1838-1916)Founder of NokiaPresident of Nokia Company 1871-1894

Oy Nokia Ab founded in Tampere in 1865Soon moved to neighboring town of NokiaFirst product was groundwood

Finnish Rubber Works Ltd. founded in Helsinki in 1898Soon moved to NokiaFirst product was rubber galoshes

Finnish Cable Works Ltd. founded in Helsinki in 1912First product was imported copper wirecoated with rubber-impregnated textile layer

Nokia Corporation formed in 1966 throughthe merger of Nokia Company, Finnish RubberWorks and Finnish Cable Works

OYNOKIAAB

1865

1898

S.G.T.O.Y.




Founded in 1865

1898

Finnish Rubber Works 1898




Finnish Cable Works 1912Nokia Corporation 1966



Nokia Brand History



From Groundwood to Telecomms



From Radiophones to Mobile Phones



20 Years Ago He Was The Customer



Segmentation - Evolution of Nokia Mobile Phones

Premium

Basic

Imaging

Classic

Expression

Fashion



Brand – its importance

• Good Brands create emotional attachment with their intended customer / consumer that last for long duration

• Good Brands can command a premium over their competitors

• All companies with good Brand has large portion of their market capitalization derived from its brand acceptance



Brand – promotions

• Often, Brand is promoted via media (prints, commercials, sponsorships & etc)

• Brand is also promoted via physical buildings, furniture, shop layouts

• However, the above is a just the promise part but more importantly Brand needs to be backed up with the Products, Services, People and Company Actions

• Advertisement is just a small part of branding – think of it as the end product (where rubber meets the road)

• Product advertisement is vastly different to brand advertisement as messages revolves around a product but, even then, it can be elevated to a state of emotional attachment rather than product specifications



Brand – do’s and don’ts

• During the promise stage,

• Never over promise what can’t be delivered

• Never offend non intended segments

• Never insult your competitors

• Never go against the core

• However, there are companies that deviate from the above but repeated offences will overtime destroy the Brand value created



Nokia Commercials

15 © 2008 Nokia ISB Sharing.ppt / 2008-01-16 / DC

Nokia N-Series (2m)

N93 (1m)

N95 (2m) N81 (1m)

N82 (2m)


Questions?


Company Confidential Brand Strategy ISB – Grade 8-2 Class David Cheung 16 th Jan 2008 Beijing 1 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC.

Documents

nokia isb

merger of nokia company

dc slide

town of nokia

nokia advertisements

oy nokia ab

brand acceptance

form of company identity