NOKIA BRANDING STRATEGY

Once a market leader in mobile phones, Nokia has decreased market share in recent times due to a number of reasons including underestimating the importance of smartphones, and focusing on developing countries.

The team developed an innovative brand strategy for Nokia, as its current brand perception (as of 2012) to promote the brand and restore its brand value and perception.

PROCESS The team had strong collaborative roles within this project, and as a result, responsibilities were intermittently changed. Through defining Nokia’s current strengths and weaknesses, the team was able to define a possible future for the company.

Throughout the project, my role was focused researching the company’s history and possible business opportunities that could be created from this.

PROCESS The team had strong collaborative roles within this project, and as a result, responsibilities were intermittently changed. Through defining Nokia’s current strengths and weaknesses, the team was able to define a possible future for the company.

Throughout the project, my role was focused researching the company’s history and possible business opportunities that could be created from this.

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SCOPE Customer Journeys, Branding, Strategy, Design Research

TOOLS AND METHODS USED Brand Driven Innovation, company analysis

TAKEAWAY If a company has a dull strategy through long term planning, companies can always turn around from their current tactics to improve the future of their company. 

TEAM Laurens de Rijke, Sophie Tu, Jaap Norbruis, Marjolein Luijckx

COMPANY Nokia 

GUIDANCE FROM Ir. Erik Roscam Abbing (Professor, TU Delft), Dr. ir. Jan Buijs (Professor, TU Delft)