1. 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

2. Company Confidential 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

3. Company Confidential 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 BrandCorporate Brand (3m) 3 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

4. Company Confidential From Groundwood to Corporation Fredrik Idestam (1838-1916) Founder of Nokia President of Nokia Company 1871-1894 Oy Nokia Ab founded in Tampere in 1865 Soon moved to neighboring town of Nokia First product was groundwood 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 O Y N O K I A A B 1 8 6 5 1898 S. G. T. O. Y. 4 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

5. Company Confidential From Groundwood to Corporation Founded in 1865 Finnish Rubber Works 1898 5 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

6. Company Confidential From Groundwood to Corporation Finnish Cable Works 1912 Nokia Corporation 1966 6 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

7. Company Confidential Nokia Brand History 7 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

8. Company Confidential From Groundwood to Telecomms 8 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

9. Company Confidential From Radiophones to Mobile Phones 9 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

10. Company Confidential 20 Years Ago He Was The Customer 10 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

11. Company Confidential Segmentation - Evolution of Nokia Mobile Phones Premium Basic Imaging Classic Expression Fashion 11 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

12. Company Confidential 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 12 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

13. Company Confidential 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 13 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

14. Company Confidential 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 14 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC

15. Company Confidential Nokia Commercials 15 © 2008 Nokia ISB Sharing.ppt / 2008-01-16 / DC Nokia N-SeriesNokia N-Series (2m) N93N93 (1m) N95N95 (2m) N81N81 (1m) N82N82 (2m)

16. Company Confidential Questions? 16 © 2008 Nokia ISB Sharing.ppt /2008-01-16 / DC