Brand Strategy

ISB Grade 8-2 Class

David Cheung

16th Jan 2008

Beijing

Company Confidential
1

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

Todays Sharing

What is Brand

Why it is important to any company

How is Brand promoted & advertised

Dos and Donts

Some Nokia advertisements

Questions and Answers

Company Confidential
2

2008 Nokia

ISB Sharing.ppt / 2008-01-16 / DC

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)

Company Confidential
3

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

From Groundwood to Corporation

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

1898

Fredrik Idestam (1838-1916)

Founder of Nokia
President of Nokia Company 1871-1894

Finnish Rubber Works Ltd. founded in

Helsinki in 1898
Soon moved to Nokia
First product was rubber galoshes
Finnish Cable Works Ltd. founded in
Helsinki in 1912
First product was imported copper wire
coated with rubber-impregnated textile layer
Nokia Corporation formed in 1966 through
the merger of Nokia Company, Finnish Rubber
Works and Finnish Cable Works

Company Confidential
4

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

NOKIA A

From Groundwood to Corporation

1898

S.G.T.O.Y.
1865

Founded in 1865
Finnish Rubber Works 1898

Company Confidential
5

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

From Groundwood to Corporation

Finnish Cable Works 1912

Company Confidential
6

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

Nokia Corporation 1966

Nokia Brand History

Company Confidential
7

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

From Groundwood to Telecomms

Company Confidential
8

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

From Radiophones to Mobile Phones

Company Confidential
9

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

20 Years Ago He Was The Customer

Company Confidential
10

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

Segmentation - Evolution of Nokia Mobile Phones

Premium
Imaging
Fashion
Classic

Expression
Basic

Company Confidential
11

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

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

Company Confidential
12

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

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

Company Confidential
13

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

Brand dos and donts

During the promise stage,
Never over promise what cant 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

Company Confidential
14

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC

Nokia Commercials

Nokia N-Series (2m)

N93 (1m)

N95 (2m)

N81 (1m)

N82 (2m)

Company Confidential
15

2008 Nokia

ISB Sharing.ppt / 2008-01-16 / DC

Questions?

Company Confidential
16

2008 Nokia

ISB Sharing.ppt /2008-01-16 / DC