1,Nokia brand strategy,2,Where do we stand?,3,We are a respected brand around the world,4,Nokia wins consumers hearts and minds by a 4:1 margin,Source: Global brand tracking data ex Japan-Korea. Brand preference weighted by population.,#2 Competitor,Nokia,Others,04,05,Q206,Global Brand Preference %,Brand Preference by Area,China,APAC,Latin America,N. America,MEA,Europe,39 43 45,5,”Indias most preferred mobile phone brand”,”The most trusted mobile phone brand across 18 European countries”,”The worlds 4th most advocated brand”,”The UKs 2nd most loved brand”,”Among the 10 most valuable brands in the world”,6,and we have a unique position!,7,Hundreds of millions of consumers throughout the worldusing Nokia products several times every single daynever even imagining leaving home without itconsidering it their life management toolhaving an intimate personal relationship with itfulfilling one of their most fundamental needs!,8,But our lead is being challenged!,9,By our competitors,10,Moto expressiveness is advancing, as is their brand,11,by consumers,12,Quality 206,Relevance 184,Uniqueness 196,Familiarity 134,Popularity 157,Nokia,Benchmark,Consumers are unclear as to the meaning of the Nokia brand,13,And when we communicate what we stand for we must be more expressive,Source: BrandAsset Valuator, 2002 - 2005 Base: All Adults,Delivers Basics,Innovative,Approachable,Expressive,Good Value,100,75,50,25,0,Nokia 2002,Nokia 2005,14,we are unclear even ourselves,15,M,ES,MP,Inconsistent & unclear message causes lack of familiarity & expressiveness,16,We are now facing up to these challenges,17,With our re-focused Nokia brand strategy,18,Feel Deeper emotional connection,Roll out updated brand steering wheel Increase brand POV in communication Strengthen brand and design alignment Pre-test communication,Experience VHT in products & expressions Brand idea expressed through Connecting People,Push boundaries with tech leaders via Nokia Nseries Bond with pragmatic leaders via Eseries MP internet capability for the masses,Do Mobile internet behaviours,Mobile internet is for everyone Focus on daily activities Intuitive applications,Think Nokia understands me best,Segmentation-driven design Choice made easy via categories Synchronized branding elements,Segment insights drive product creation Roll out category & identity system Track & reward preference by segment Nokia & ecosystem brand architecture,Do Choose Nokia as next device and tell all my friends,Consistency across touch points Value-added experiences online Delight at retail,Roll out COACH and new N Expand LRM to all touch points Cascade Flagship learnings through retail pyramid,WHAT consumers will feel, think and do,IN-MARKET HOW What consumers will see, experience and purchase,INTERNAL HOW What we will do different, better and special,Objective: 55% Brand Preference,19,How do we make that emotional connection?,20,Use storytelling. Use Nokia brand point-of-view (POV), brand character and brand dimensions in everything we do.,21,Nokia is a social brand,22,This will clearly differentiate us from individualistic brands like Apple,23,To put us on the road to becoming,24,The worlds most loved and admired iconic brand,