Introduction of the company

Nokia Corporation is a Finnish multinational communications and information technology

corporation that is headquartered in Espoo, Finland. Its principal products are mobile

telephones and portable IT devices. It also offers Internet services including applications, games,

music, media and messaging, and free-of-charge digital map information and navigation services

through its wholly owned subsidiary Navteq. Nokia owns a company named Nokia Solutions and

Networks, which provides telecommunications network equipment and services.

As of 2012, Nokia employs 101,982 people across 120 countries, conducts sales in more than

150 countries, and reports annual revenues of around €30 billion. By the fourth quarter of 2012,

it was the world's second-largest mobile phone maker in terms of unit sales (after Samsung),

with a global market share of 18.0%. Now, Nokia only has a 3% market share in

smartphones. They lost 40% of their revenue in mobile phones in Q2 2013. Nokia is a public

limited-liability company listed on the Helsinki Stock Exchange and New York Stock

Exchange. It is the world's 274th-largest company measured by 2013 revenues according to

the Fortune Global 500.

History of company

Over the past 150 years, Nokia has evolved from a riverside paper mill in south-western Finland

to a global telecommunications leader connecting over 1.3 billion people. During that time,

they’ve made rubber boots and car tyres. They’ve generated electricity. They’ve even

manufactured TVs. Changing with the times, disrupting the status quo – it’s what Nokia has

always done.

In 1865, mining engineer Fredrik Idestam sets up his first wood pulp mill at the Tammerkoski

Rapids in south-western Finland. A few years later he opens a second mill on the banks of the

Nokianvirta River, which inspires him to name his company Nokia Ab in 1871. It was

manufacturing paper which was initially a communicating device. In 1898, Eduard Polón founds

Finnish Rubber Works, which later becomes Nokia’s rubber business, making everything from

galoshes to tyres. This company made rubber shoes which are still selling as nokia design. In

1912, Arvid Wickström sets up Finnish Cable Works, the foundation of Nokia’s cable and

electronics business.

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By the 1960s, Finnish Cable Works – already working closely with Nokia Ab and Finnish

Rubber Works – starts branching out into electronics. In 1962, it makes its first electronic device

in-house: a pulse analyzer for use in nuclear power plants. Having been jointly owned since

1922, Nokia Ab, Finnish Cable Works and Finnish Rubber Works officially merge in 1967. The

new Nokia Corporation has five businesses: rubber, cable, forestry, electronics and power

generation. But as the 1980s come into view, it’s an entirely new industry that makes Nokia a

household name around the world.

By the late 1970s and early 1980s it seems everything – from Tom Selleck’s moustache to JR

Ewing’s list of enemies – is seriously big. And as the mobile communications revolution starts to

gather momentum, the early handsets continue the trend.

Nokia sets the ball rolling in 1979, creating radio telephone company Mobira Oy as a joint

venture with leading Finnish TV maker Salora. 1981 then sees the launch of the Nordic Mobile

Telephone (NMT) service, the world’s first international cellular network and the first to allow

international roaming. In 1984, Nokia launches the Mobira Talkman portable car phone.

Resembling a military field telephone, it’s a fairly cumbersome piece of kit – but it’s a start. In

1987, GSM (Global System for Mobile communications) is adopted as the European standard for

digital mobile technology. With its high-quality voice calls, international roaming and support

for text messages, GSM ignites a global mobile revolution. As a key player in developing this

new technology, Nokia is able to take full advantage.

On July 1, 1991, Finnish Prime Minister Harri Holkeri makes the world’s first GSM call, using

Nokia equipment. And in 1992, Nokia launches its first digital handheld GSM phone, the Nokia

1011. In 1994, Nokia launches the 2100 series, the first phones to feature the Nokia Tune

ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the

19th century, it is probably one of the most frequently played pieces of music in the world. The

Nokia 2100 series goes on to sell 20 million phones worldwide. Nokia’s target had been 400,000.

1994 also sees the world’s first satellite call, made using a Nokia GSM handset.

By 1998, Nokia is the world leader in mobile phones. The strategic decision to focus on

telecommunications, plus early investment in GSM, has paid off. Between 1996 and 2001,

Nokia’s turnover increases almost fivefold from EUR 6.5 billion to EUR 31 billion. And with the

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new millennium comes a host of new possibilities as the internet goes mobile. As the new

millennium dawns, everything changes. New technology enables the internet to go mobile,

opening up a world of possibilities for mobile users. No longer are phones just for phone calls.

In 2005, Nokia sells its billionth phone – a Nokia 1100 – in Nigeria, and global mobile phone

subscriptions pass 2 billion. Two years later, Nokia is recognized as the 5th most valued brand in

the world. Things have come a long way since Fredrik Idestam opened his paper mill.

For years, Nokia has been working to make its business practices and products as

environmentally and socially responsible as possible – from creating eco friendly handsets and

establishing phone recycling schemes to bringing the benefits of mobility to emerging markets.

This commitment to sustainability is recognised in a number of prestigious rankings. For

example, in 2009 and 2010, the Dow Jones Indexes ranks Nokia as the world’s most sustainable

technology company. In contrast, Nokia’s position in the mobile market faces its toughest

challenge to date as competition intensifies in the burgeoning smartphone segment. Once again,

the company’s ability to adapt is put to the test. By 2010, having dominated the mobile world for

over a decade, Nokia no longer has things all its own way. In the all-important smartphone

market, competitors such as the iPhone and Android-based devices now pose a serious challenge.

Clearly, it’s time for a rethink…

In September 2010, Nokia appoints Stephen Elop as President and CEO. Formerly head of

Microsoft’s business division, following roles at Juniper Networks and Adobe Systems Inc.,

Elop has a strong software background and proven record in change management. Nokia

launches its first Nokia with Windows Phones, the Nokia Lumia 800 and the Nokia Lumia 710,

in October 2011. Fast-forward to 2013 and Nokia has a full portfolio of great Windows Phone 8

smartphones, from the Lumia 520 through the flagship Lumia 920.

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Ownership and Management

Nokia Corporation is a public company and is listed in New york stock exchange and also on

Helsinki Stock Exchange, thus the ownership of the company is distributed amongst its share

holders. Nokia has a well qualified team called Nokia Leadership team, comprising its board of

directors and its executive body. The team is as shown below:

Chairman Timo Ihamuotila

Chief Financial Officer and Interim President of Nokia Corporation.

Nokia Leadership Team member since 2007 and Chairman since 2013.

With Nokia 1993-1996, rejoined 1999.

Marko Ahtisaari

Executive Vice President, Design. Nokia Leadership Team member

since February 1, 2012. With Nokia 2002-2006, rejoined 2009.

Stephen Elop

Executive Vice President, Devices & Services. Nokia Leadership Team

Chairman 2010-2013, member since 2013. Joined Nokia 2010.

Stephen Elop joined Nokia as President and Chief Executive Officer as

of September 21, 2010. On September 3, 2013 Stephen stepped aside as

President and CEO as a result of the proposed transaction to sell

substantially all Nokia’s Devices & Services business to Microsoft

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Michael Halbherr

Executive Vice President, Location & Commerce.

Jo Harlow

Executive Vice President, Smart Devices. Nokia

Leadership Team member since 2011. Joined Nokia 2003.

Louise Pentland

Executive Vice President, Chief Legal Officer.

Nokia Leadership Team member since 2011. Joined Nokia 1998.

Chris Weber

Executive Vice President, Sales and Marketing. Nokia Leadership Team

member since July 1, 2012. Joined Nokia

2011.

Juha Putkiranta

Executive Vice President, Operations. Nokia

Leadership Team member since July 1, 2012. Joined

Nokia 1997.

Henry Tirri

Executive Vice President, Chief

Technology Officer. Nokia Leadership Team

member since 2011. Joined Nokia 2004.

Timo Toikkanen

Executive Vice President, Mobile Phones. Nokia

Leadership Team member since July 1, 2012. Joined

Nokia 1995.

Juha Äkräs

Executive Vice President, Human Resources. Nokia Leadership Team

member since 2010. Joined Nokia 1993.

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Product Related attributes

In this particular project the Lumia series of Nokia smartphones are considered for evaluating the

brand image in customers view. The major product attributes related to this series of phones are

listed below:

Ruggedness of body

Gorilla screen

Stylish Eye catchy Design

Cool youth full colors

Wireless charging pad

Low light image capture

Nokia Pro Camera (41 megapixel camera)

PureView technology

Optical Image Stabilization

Amazing high-resolution zoom.

Zoom after capture

Auto adjusting focus

High shutter speed

White balance

HD Video recording

Vyclone

Powered by Windows Phone 8

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Brand Portfolio

Products

Brands Smart Phones Feature Phones Dual Sim Accessories

Nokia Lumia

Lumia 1020Lumia 625Lumia 925Lumia 520Lumia 620Lumia 720Lumia 820Lumia 920Lumia 510Lumia 610

N/A N/A

ShellGrip

Wireless Charging Cover

Silicon Cover

Nokia Asha

Asha 310Asha 300Asha 305Asha 308Asha 309Asha 311

Asha 303Asha 202Asha 302Asha 201Asha 300Asha 200

Aha 205 Dual SIM

Asha 501 Dual SIM

Asha 210 Dual SIM

N/A

Nokia 100

SeriesN/A

106301105109114808112500110100101

108 Dual Sim107 Dual Sim208 Dual Sim206 Dual Sim

N/A

Nokia C2 Series N/A

C2-02C2-03C2-06C2-01

N/A N/A

Nokia X series

X2-00X2-02X3-02X7-00

N/A N/A

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NokiaColoud N/A N/A N/A

Colaud BoomColaud Pop

Colaud Knock

NokiaPurity N/A N/A N/A

Purity ProPurity stereo

NokiaBluetooth Stereo

N/A N/A N/A

BH 221BH 112BH 310BH 110BH 108BH 503BH 111BH 105BH 220BH 905iBH 505BH 118BH 219BH 217BH 109

From the above brand portfolio and making of brand product matrix, we came to know that the

company has 73 offering in different segments of phones. All these 73 points are source of brand

equity for the company and can help in building up the brand.

Communication Strategy

Nokia had become a familiar name in many household across the globe. The company enjoyed

number one position in terms of market share for a long period of time which has made Nokia a

known brand to many and many have attached themselves in some or the other way with the

brand. The connecting people campaign was a massive hit and from the company’s point of view

as it attracted high number of sale and also help in building Nokia as a brand. Company always

focused on creating their ad campaign using the usual emotional connect with the people and

being pioneer in the telecommunication industry it has always showcased the positivity and

innovation undertaken by the company to deliver best quality product. Company initially used

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broadcast media and print media for floating its ad, but in recent years digital marketing has also

been included as a major part of their communication strategy. Nokia also used Shahrukh Khan

as their brand endorser which helped the brand to create good association with endorser

reflecting the industry leader image of the brand.

Nokia recently was sold out to Microsoft and Microsoft has wasted no time in marketing its

acquisition of Nokia, taking out a full-page print ad to highlight its enlarged product portfolio.

The ad uses the headline “The Microsoft family will be getting bigger. And smarter.” To

welcome the Nokia division and specifically its range of smartphones. It includes a picture of

Nokia’s Lumia 520 devices in a number of colours. The ad hints at changes that could come

when the deal closes, which is expected in the first quarter of 2014. While Microsoft acquired the

“Lumia” and “Asha” brand names and the use of the Nokia brand on current products and feature

phone under a 10-year agreement, this didn’t stretch to smartphones. 

Microsoft after acquiring Nokia is planning to position its marketing push around the Lumia

1020’s ability to cut down the need for consumers to carry multiple devices around with them.

The campaign, which is currently being co-created with Microsoft’s marketing department and

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lead agency Crispin Porter + Bogusky, will feature heavily across digital, digital outdoor and

experiential to showcase the camera’s photo-taking ability and will feature “fun” and “cheeky”

creative focused around the strapline “zoom reinvented”

Nokia also is sponsoring many sporting events like it is one of the main sponsors for Kolkata

Knight Riders team of the IPL. It is trying to associate the brand with the level that Shahrukh

Khan, the franchisee owner for the team has created. Like Shahrukh in Bollywood, Nokia tries to

be the ultimate name in the mobile industry. Even in his recent hit film ‘Chennai Express’ the

new Lumia series was promoted, which made the association of brand with audience and helped

in increasing the overall brand equity.

Nokia has recently been through many hard phases but now it stands firm with its new and

innovative marketing strategy. Nokia’s marketing budget is considerably smaller than that of

Apple and Samsung’s but marketing head says his team employs an “if you can’t outspend,

outsmart” mantra, which is helping it achieve cut-through. Thus with all new team, idea and back

up support Nokia is ready to revitalize its image through ads and promotions.

Pricing Strategy

Nokia has always used market skimming prices at time of launch of its new product for many

years. But in recent time, due to heavy loss in its market share company focused on reviewing its

pricing strategy for its new offerings i.e. Lumia series to regain the lost market share and to

increase the sales of product.

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Nokia seems to trying hard to make sure that its latest flagship smartphone Lumia 920 is able to

make a mark. Nokia will be selling Lumia 920 in US for $450 without any contract. This price is

$100 less than Samsung's flagship device Samsung Galaxy S III and $200 less than Apple's

iPhone 5.

It's no secret that Nokia is banking on its Window Phone 8 strategy to make a comeback in the

smartphone segment and the company is leaving no stones unturned to make sure that Nokia

Lumia 920 and Lumia 820 are a success. Nokia has already announced that its flagship Nokia

Lumia 920 will be available in India but has not shared the pricing of the same. After seeing the

aggressive pricing strategy being adopted by the Finnish handset maker in US, one can hope that

Nokia may try to adopt the same tactic in India too.

While it's always tricky translating prices from one market to the other, the $450 price tag also

offers hope for those waiting for the Lumia 920 in other markets like India. Adding duties and

other charges to $450 (approximately Rs. 24,750), the phone was expected to be priced between

Rs. 30,000 and Rs. 35,000, which would make the Nokia Lumia 920 an attractive buy at the

price, but after the success of Lumia series in US market Nokia again used skimming strategy in

Indian market launching Lumia 920 at Rs 42,000.

Distribution Strategy

Nokia has a strong distribution channel throughout the country with its presence in many small

and big retail outlets and chain. Nokia being old brand have its many distribution partners from

very long time. Nokia also has its own retail outlet by the name of Nokia Priority stores which

provides all Nokia offerings under a common roof. Even the service centers are owned by the

Nokia which gives the company benefits on product delivery. Company also has strong online

sales channel which helps customers to buy product with convenience.

Nokia has partnered with many other companies for distributing its product throughout the

country. For example during the time of its launch, Nokia Lumia was partnered with Vodafone

service provider and phone was given at a discounted rate under service contract which increased

a distribution channel for the company. Also Company has tied up with many multi brand

electronic retail stores for distributing its products like Croma, Next, Reliance digital etc. make

its feel presence over 30000 outlets in about 2000 cities. (www.ibef.org)

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Brand Exploratory

Customer Knowledge

Nokia as a brand is established from many years and had catered to customers of many age

groups and over this period of time, customers have developed attachment with the brand and

gives positive value to the brand. The customers over long time have developed these knowledge

for the brand:

Durable Product

Pioneer and Innovator

Stylish Design

Youthful color

User Friendly

Product for all segments

Ease of use

Eco friendly product

Long battery life

Emotionally connected

Product to suit customers need

Sources of Brand Equity

Nokia has been considered to be one the top global brands for ages now. It derives its brand

equity mainly due to the different ways it tries to connects its customers emotionally and

rationally.

The very first thing that draws one’s attention while seeing a Nokia phone is the image it has

built down the age. Nokia is best known to be innovators in this telecom fields, bringing newer

and newer models in the market and creating a craving among the fellow customers to buy more

and more of its phones. Moreover, Nokia as a brand is successful in almost all its products it has

in the market. So it is established with the image of being a successful brand. Nokia on the other

hand also urges its customers to recycle their old phones and as a result, the company also plants

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a new tree for each phone recycled. So it has also built up an image of being an eco-friendly

object. The image of the brand is one of the most important drivers of brand equity.

The very first feeling we associate with Nokia is the design of the phones and the ease with

which we can access these devices. Nokia comes with one of the advanced technological designs

and at the same time, the complex device could be accessed with ease as the interface is always a

very user-friendly one. It tries to appeal the customers to be involved in a complex technology

but with ease.

“Nokia has a distinct personality of its own. The slogans 'connecting people' emphasize 

human side of technology, thereby resulting in brand personality of trusted friend.  It also stands

for reliability and quality.  The ads also played prominent role in contributing to the distinct

personality.” Even the image displayed below adds up to the brand equity for Nokia Lumia as a

brand.

Another prominent area where Nokia is drawing brand equity is the fact that it caters all the

different societies of people ranging from the new entry level phone users to the business and

sophisticated users. The sophisticated and business level users are even ready to pay a premium

price to use Nokia products. These show the brand equity that Nokia has created in the market.

The major source of brand equity is derived from the brand awareness it has, which it has

developed over long time period. The major factors which contributes towards building brand

equity are its brand elements. The logo, tag line, image etc adds up to the awareness level of the

customers

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Consumer Based Brand Equity Model

CBBE FOR NOKIA BRAND

Salience

The salience of any brand deals with the depth and breadth awareness of brand in one or many

segments. Nokia, which is a well established brand and working for a long period of time has a

high level of brand awareness among the market. Nokia provides wide variety of products into

different segments which caters to large number of consumer again widening its reach to people

and also the level of awareness increases with this. With such high level of offerings Brand

would be considered in consideration set as well as consumption set in wide variety expanding

its reach.

People generally tend to relate Ruggedness and robustness with the brand Nokia which adds up

to the recall and recognition of the brand. Talking about Nokia Lumia series which is newer

offering of Nokia, has completely new and youthful approach towards its offering, again leading

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SALIENCE

PERFORMANCE IMAGARY

FEELINGSJUDGEMENT

RESONANCE

to add up to the brand awareness into this section as well. Innovation and developers image of

Nokia is currently helps in building awareness in people

Performance

Nokia has always known for delivering high quality products to all its customers. The main

feature on which Nokia brand is built on is innovation, design, High quality, durability and

reliability which also help in increasing the trust of customers on the brand and also increases

brand equity for the Brand. With Nokia Lumia series Nokia tries to showcase its new trendy

designs, young colors and new software powering it for newer capabilities thus this series helps

in converting the consideration set to purchase decisions.

Imagery

Nokia has a strong brand history, having been established for more than 40 years. The brand has

its presence in major countries and varied offerings which makes Nokia a truly international

brand. Nokia has enjoyed market leadership of mobile phone networks for a long period of time

which again gives a kind of pride to its customers. The consistent use of the brand logo and its

signature holding hands since its introduction creates a sense of timelessness and peoples

connection with the brand. Nokia pitches itself as a brand for the Everyman who enjoys

connecting with people making brand a user interactive and caring. The Lumia series exudes a

young, trendy, and innovative image, as a reflection of today’s youth.

Judgment

Brand Quality-Nokia has always been known for its high quality delivery, in terms of products,

usage and performance. Nokia brand has become synonym for durability and ruggedness in

mobile phone segment and also has highest battery life among all its competitors which adds on

to its quality delivery. Lumia series being highly innovative provides professional photography

experience and high camera resolution which is the pioneer technology by any company till date.

Lumia is tied up with windows for its software support which is again a quality provider name in

industry.

Brand Credibility- In recent years Nokia Lumia has backed majorly all awards in the

smartphone category in many countries, to name a few they are The Top Smartphone of 2012,

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V3, UK, The Best Mobile Phone of 2012, Readers Choice Award, Gizmodo, Australia, iF Award

for Outstanding Design, International Forum Design, Germany, Mobil Award for Best

Smartphone Design, Mobile Magazine, Denmark, Best Smartphones of 2012, The Next Web,

USA, Top Score Award, Mobil, Sweden, Best AT&T Smartphones of 2012, BGR, USA, Top

Smartphone of the Year, Mybroadband, South Africa. Lumia has been most innovative and

awarded phone of recent years which adds up to the credibility of the brand

Brand Consideration- Nokia has its presence in almost all mobile phone segments starting from

a very low end Nokia 100 to highly innovative and product of the year phone Lumia 1020 which

means Nokia has a huge basket of offerings for all segments making it presence in all category

consideration set.

Brand Superiority- Nokia brand has superiority in terms of its innovation and quality products

it delivers to its customers. Lumia series has been a highly innovative product giving competition

to many leading smartphones company which correctly depict the superiority of the brand in

many aspects.

Feelings

Nokia brand has a feeling of trust and connection with the consumers. Nokia has always believed

in delivering high quality products to its customers making them feel pride in association with

the brand. Lumia again having all the qualities of its umbrella brand adds on newness to the

company by being young and vivid. Consumer feels satisfied by using latest technology as well

as a feeling of superiority holding the innovative product in hand.

Resonance

Behavioral Loyalty- New research from YouGov shows Nokia has made great strides in

restoring its reputation among its consumers. YouGov's smartphone tracker (SMIX) shows that

the Finnish brand substantially improved its levels of customer advocacy and loyalty at the end

of last year. Between September and December 2012 the number of Nokia customers that would

recommend it rose by 13% to 45%. In the same period, its detractors fell from 37% to 33%.

The launch of the Lumia on Windows Phone 7 and 8 in the run up to Christmas helped the

Finnish brand see the biggest improvement in customer loyalty among handset manufacturers.

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Between September and December 2012, the manufacturer saw a 12% improvement in the

number of customers saying they'd get a Nokia next time (up from 30% in September 2012 to

42% in December 2012). Thus loyalty for Nokia Brand is improving day by day.

Attitudinal Attachment- Nokia brand has been in market for many years which has made

people relate to it for many years and there has been a positive reinforcement of brand in minds

of people. For example ruggedness in phones is always connected with Nokia brands which is a

factor for recall and recognition of the brand

Sense of Continuity and Active engagement- Nokia from its tag line “Connecting people”

coveys that it works for bringing people together. The brand not only connects people, but also

connects people with the brand and engages people in a large way. For example Brand provides

sponsorship to cricket team during IPL matches which again brings people together using a

common platform.

Threats to Nokia Brand

Loss of market share to Brands like Samsung & iphone

High level of awareness but low in consumption

Low Brand Loyalty

Customer preference for software is Android base which Nokia do not use

Non consistent top management

Old image

Late entry in smartphones segment

Newer small companies like Micromax and Lava are hampering Nokia’s growth

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Recommendation

Nokia should try to make its communication campaigns more attractive as recent advertisements

made by Nokia are not much appealing to its target market. Thus company should try to increase

its advertising budget and improve on campaign.

Company has lost a large time in penetrating the smartphones market which made it difficult for

the company to get its share, which made it difficult for Nokia to sustain the market so it should

now not lose any time and make an aggressive move to get its share

Nokia has avoided adaptability with market demand, thus now it should try and adapt the

customers need and then inculcate that in its product offering

Due to major loss in the market share the brand equity for Nokia has came down to a large

extent, thus there is an urgent need for the company to revitalize its brand image using heavy

advertising and improvement in products

In recent time the acquisition of Nokia by Microsoft created a large havoc in the market, Nokia

should this event to build up their brand by leveraging the existing brand image of Microsoft

rather than diluting its Brand

Lumia Series being highly innovative product, still the penetration in market is very low. Thus

company should try to make efforts to completely penetrate in this market with much more

market share

After losing the market share also company in many segments are using market skimming

strategy for its pricing, which may give negative impact on sales of the product thus company

should try to work on its pricing strategy to gain maximum benefits from the market

Brand awareness is very high being an old company but brand knowledge is very low among its

target customers, thus company should try to educate its target audience regarding the positivity

of brand and product

For Nokia the target audience is very much confuse that is no proper targeting and segmenting is

done which many a times lead to negative impact for the brand, thus company should try to have

a defined STP for proper response from the customers

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The company faces competition from wide variety of companies, varying from high end

companies like Apple, Samsung, HTC etc and also from local companies like Micromax, Lava

and Karbon. Thus Nokia should try to position itself in such a way that competition from both

the segments of companies are overcome

Nokia brand was built on customers relation with the brand, the ‘connecting people’ tagline

helped company to build up its brand in its early days. Company should try to leverage that

image again with the new thoughts and ideas to revitalize its brand

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References

http://www.nokia.com/global/ http://www.marketingweek.co.uk/brands/microsoft/microsoft-trumpets-bigger-smarter-

product-portfolio-after-nokia-deal/4007962.article http://www.marketingweek.co.uk/news/nokia-hopes-lumia-1020-campaign-will-make-it-

famous-again/4007370.article http://www.marketingweek.co.uk/in-depth-digital/dropping-the-nokia-brand-name-will-be-

risky/4007801.article http://www.marketingweek.co.uk/brands/nokia/ http://gadgets.ndtv.com/mobiles/news/nokia-gets-aggressive-with-sans-contract-lumia-920-

pricing-290200 http://www.fiercewireless.com/story/nokia-launch-major-new-challenger-marketing-strategy/

2013-07-05 http://www.researchgate.net/publication/

236650815_Brand_Audit_of_Nokia_in_Indian_Context http://prezi.com/dgnumcl7jy5z/nokia-brand-evaluation/ http://conversations.nokia.com/2012/12/31/12-awards-the-nokia-lumia-920-won-in-2012/

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