NOKIA BRAND MARKETING EXTENSION

Nokia Brand Marketing Extension

Nokia Brand Extension Marketing Plan

Introduction: brand Personality

An important key that Nokia uses to build its brand strength is developing a unique brand personality. Let's make a comparison between Nokia and its strongest competitor, Motorola. As Tam Harbert of Electronic Business magazine has put it: "If Nokia Corp. were a person, it would be young, sexy, sophisticated, hip and generally "with it"".

Mission

Nokia' most specific mission is very simple to "connecting people."

Objectives

Nokia is a long-term campaign with the objective of building a brand. Nokia' main objective is to enhance the company's technological competitiveness.

Brand positioning

Nokia is the brand of cellular phones that will make customers feel beneficial to acquire one, because it has friendly user system, a good reputation of providing well designed and advanced cellular phones with a relatively lower price than most competitors.

People tend to use a cell phone that they are confident with the brand image. Nokia' s good brand is the one that they are going to stick with for a long time, as brand loyalty is very important for companies to perform in this category.

Market segments

One of the market segments that Nokia aims to attract has been the teenage market. In some countries such as the more eastern nations there is not a consumer market that would look to as there is nit the perception of the need and the market is still relatively young so that the category need is still being developed. It is being developed in terms of the younger market where parent may already have telephones and the increasing demand that teenagers have for communication can be seen as a need.

In the United States there has been a printed advertisement that uses a character that is well known to the teenage group; ...