Impact of Marketing Mix on Brand Reputation of Nokia and Samsung

Decent Essays
1.0 Introduction (Abstract)

Today, company’s real value lies outside the business itself, in the minds of potential buyers (Kapferer, 1992, p. 9). This is reflected in the value of brands, which are the anchors of company’s value. Products are introduced, they live and disappear but brands endure (Kapferer, 1992, p. 17). The term ``brand’’ holds multiple meanings. According to John Murphy, founder of Inter brand (Ingham, 2003), a brand is not only an actual product, but also the unique property of a specific owner. Brands are increasingly considered to be the primary capital in many businesses (Ourusoff, 1993, p. 81). The phenomenon of brand and brand reputation became the centre of interest of both academic and business experts. The
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This was probably the most important strategic decision in its history. As adoption of the GSM standard grew, new CEO Jorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made it the world leader before the end of the decade...Nokia’s story continues with 3G, mobile multiplayer gaming, multimedia devices and a look to the future. (Source:
Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with 128,445 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 50.7 billion and operating profit of 5.0 billion as of 2008. It is the world 's largest manufacturer of mobile telephones its global device market share was about 37% in Q1 2009, down from 39% in Q1 2008 and unchanged from Q4 2008. Nokia offers Internet services that enable people to experience music, maps, media, messaging and games. Nokia 's subsidiary Nokia Siemens Networks produces telecommunications network equipment, solutions and services. The company is also engaged in providing digital map information through its wholly-owned subsidiary Navteq.Nokia has sites for research and development, manufacture and sales in many countries throughout the world. As of December 2008, Nokia had R&D presence in 16 countries and employed 39,350 people in research and development, representing approximately 31% of the group 's total workforce. The Nokia Research
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