Impact of Marketing Mix on Brand Reputation of Nokia and Samsung

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Nokia Corporation is a Finnish multinational corporation. Nokia focuses on fixed and wireless telecommunications products, with employees in 120 countries, selling products in more than 150 countries around the globe.

Nokia Corporation is the world's largest manufacturer of mobile phones, serving customers in 130 countries. Nokia is divided into four business groups: Mobile Phones, Multimedia, Enterprise Solutions, and Networks. The Mobile Phones group markets wireless voice and data products in consumer and corporate markets. The Multimedia segment sells mobile gaming devices, home satellite systems, and cable television set-top boxes. The Enterprise Solutions group develops wireless systems for use in the corporate sector. Wireless switching and transmission equipment is sold through the company's Networks division. Nokia operates 15 manufacturing facilities in nine countries and maintains research and development facilities in 12 countries.. Originally

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Nokia’s aggressive strategy to dominate mobile communication cluster would be the main reason how Nokia could become a world leader in the sector among other reasons. Nokia’s passion for mobile communication industry was great enough to give up more than 40% of its revenue in is pre-owned communication industry to concentrate only in mobile communications. Nokia was also lucky enough to see the possibility of mobile communication early enough to predominate the industry and prevent any competition from

Nokia is the world leader in mobile phones. The decision to concentrate only on telecommunications and early investment in GSM has made Nokia to become the world leader in mobile phones. In a span of five years , Nokia's turnover increased almost 5 times from 6.5 billion euroes to 31 billion euroes. This enhanced Nokia to improve the technology and bought many new features in the mobile phones later.

Nokia, a company which was founded in 1865, set up wood pulp mills to rubber, cable, forestry, electronics and power generation. Upon entering the telecommunications equipment market in the 1960s, it concentrated in the producing radio transmission equipment. It started making phones in the 1980s and in 1991 the first GSM call was made with a Nokia phone and it supplied these GSM networks to other countries in Europe. But In the early 1990s investments in all industries except telecommunication operations were being divested, which led to Nokia being the world leader in the mobile phones industry for nearly a decade, one of its most popular phone being, the Nokia 3310, termed as “indestructible” by comedy website 9gag.com. Nokia

Nokia has been one of the brands that are in the last 20 years been synonymous with high-quality phones. Till 2007, Nokia had a market share of 80% in the smartphone market, and the main reason for losing ground during the “second coming of the smartphone age” was due to the weak position of Nokia in the “technological system” (or ecosystem).

In 2005 the Nokia sales in western countries of Europe and in America were largely poised at certain point, the company was not making any profit in these regions. The North American market creates roundabout 8% of sales for the company, Nokia was losing its grip on Europe, and the market share was dropping in from 42% in 2004 to 38% in 2005. The only opportunity for Nokia in this case was to develop rich market ground in developing countries.

Nokia Networks industry is characterized by rapid technological development, and we see the following as the key strategies.

As the story of Nokia goes toward demise in the late 2000’s , they were a mobile handset industry giant . Their competitors seemingly struggled to make a device a simple , convenient , durable or as easy to use as legendary as the device’s most of us came to use during their reign . Nokia clearly possessed majority of the market share during their time at the top which was span over two decades. Companies such as Motorola were simply being steam rolled year after year. Handset manufacturing became such an integral part of Nokia , that they lost sight concentrating all of their efforts into mostly mobile.

Several years ago, the handset industry had healthy margins, but since 2001 the situation changed. Problems such as cost pressure, weak profitability and ongoing consolidation began to appear. The growth was getting slower. The U.S. and Europe markets were saturated. What to do then? Industry focused towards markets of Middle East, South Asia, Africa, China and India, where there was a high growth.

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

Nokia is a no doubt understood pioneer of equipment modern plan in the versatile business, and would contribute its ability on equipment outline, dialect bolster, business fragment, territorial compasses and administrator relationship in the standard Windows Phone items (Ling, 2011).

Nokia is a Finnish company that is the world’s largest manufacturer of mobile devices. In addition, Nokia offers communication services, software, as well as, phone and internet based content. Nokia includes a network management segment called Nokia Siemens Networks which offers network based products and services. This case study will focus primarily on the mobile device market.