NOKIA

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What an eye-popping slip... from rank 3 last year to rank 19 now!

So why has Nokia shown such a sad performance as compared to last year? After all, the Finnish giant has always been a strong brand in Indian mobile market? Sure, volume-wise, India’s consumption of Nokia has been increasing, but the brand appeal has taken a beating with a steady stream of people queued outside Nokia Care Centres lately (growing list of complaints against N-series).

Also Nokia’s continued emphasis on high-end phones has decreased its appeal, as many of the newest users are people with limited budgets. Yet analysts do emphasise on the brand’s massive recall value even today. “Think mobile, think Nokia. It has mobiles for everyone, be it a sober (person) to the ultimate music geek,” thumps Akshun Gulati, Analyst, IndusView Advisors. And indeed it has recently announced quite a few new different models, but value-wise, the market has opened up to other brands like Sony Ericsson, Motorola, even Samsung. This is reflected in the ranking as it slips from Rank 3 to Rank 19 on the 4Ps B&M Most Valued Brands list – a massive loss by 16 points. Nokia, though has never ceased to put tremendous efforts into its brand image. “Nokia Priority dealers everywhere, helps in the branding,” adds Gulati. But clearly, Nokia needs to edge out the negative.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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