Brand strategy updated deck诺基亚手机品牌策略 7.11.06.ppt

Nokia brand strategy Where do we stand? Nokia wins consumers’ hearts and minds by a 4:1 margin Moto expressiveness is advancing, as is their brand  Consumers are unclear as to the meaning of the Nokia brand And when we communicate what we stand for…… we must be more expressive Inconsistent unclear message causes lack of familiarity expressiveness Objective: 55% Brand Preference How do we make that emotional connection? Use storytelling. Use Nokia brand point-of-view (POV), brand character and brand dimensions in everything we do. Nokia is a social brand  To put us on the road to becoming… The world’s most loved and admired iconic brand This will clearly differentiate us from individualistic brands like Apple We certainly have brand equity – measured both by our brand value (linked to our market capitalization) and brand preference advocacy. E.g. #6 brand globally according to the annual Interbrand evaluation. In the future, our brand equity strategy is to infuse the meanings of very human technology and the emotions of feeling close into our tag line of Connecting People Our frame of reference is connecting people (on the go). This is a very powerful place to be, because we are addressing one of the most fundamental human needs, to be connected to people, places, ideas, emotions… in fact everything that matters to people in their lives. The mobile phone is an indispensable talisman for many people. We are competing in the category that comes after keys and credit card: i.e. people will not leave home without their mobile phone! It is an unparalleled proposition! And Nokia has credibility in this. If you look at our current advertising efficiency, lack of familiarity is the biggest challenge. If you had to define Nokia with one word – what would that be? Although, as you saw, we are a very known brand, consumers are currently unclear about what Nokia stands for. Comparing to competition: SonyEricsson = multimedia Motorola Samsung =