From Wikipedia, the free encyclopedia.

Brand image is the current view of the customers about a brand. It can be defined as a unique brand of associations with in the mind of target customers. It signifies what the brand presently stands for. It is a set of beliefs held out by a specific brand. Brand image is the over all impression in consumers mind that is formed from all sources.

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Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organizations character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organizations mission and vision to all. The main elements of positive brand image are- unique logo reflecting organizations image, slogan describing organizations business in brief and brand identifier supporting the key values. Brand image is the overall impression in consumers mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc. Brand image develops and conveys the products character in a unique manner different from its competitors image. The brand image consists of various associations in consumers mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual. Benefits are the rationale for the purchase decision. There are three types of benefits: Functional benefits - what do you do better (than others ),emotional benefits - how do you make me feel better (than others), and rational benefits/support - why do I believe you(more than others). Brand attributes are consumers overall assessment of a brand. Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image is exceeding the customers expectations. Positive brand image enhances the goodwill and brand value of an organization. To sum up, Brand image is the customers net extract from the brand. Brand Identity Brand Image

Brand identity develops from the source or the company.

Brand image is perceived by the receiver or the consumer.

Brand message is tied together in terms of brand identity.

Brand message is untied by the consumer in the form of brand

image.

The general meaning of brand identity is who you really are?

The general meaning of brand image is How market perceives you?

Its nature is that it is substance oriented or strategic.

Its nature is that it is appearance oriented or tactical.

Brand identity symbolizes firms reality.

Brand image symbolizes perception of consumers

Brand identity represents your desire.

Brand image represents others view

It is enduring.

It is superficial.

Identity is looking ahead.

Image is looking back.

Identity is active.

Image is passive.

10

It signifies where you want to be.

It signifies what you have got.

11

It is total promise that a company makes to consumers.

It is total consumers perception about the brand.

The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image.

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Nokia
is a Finnish multinationalcommunications and information technology corporation headquartered [3] in Keilaniemi, Espoo, Finland. Its principal products are mobile telephonesand portable IT devices. It also offers Internet services including applications, games, music, media and messaging through its Ovi platform, and free-of-charge digital map information and navigation services through its wholly [4] owned subsidiary Navteq. Nokia has a joint venture with Siemens, Nokia Siemens Networks, which [5] provides telecommunications network equipment and services. Nokia has around 122,000 employees across 120 countries, sales in more than 150 countries and annual [1] revenues of around 38 billion. As of 2012it is the world's second-largest mobile phone maker by unit [6] sales (after Samsung), with a global market share of 22.5% in the first quarter. Nokia is a public limited[7] liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. It is the world's [8] 143rd-largest company measured by 2011 revenues according to the Fortune Global 500. Nokia was the world's largest vendor of mobile phones from 1998 to 2012. However, over the past five years it has suffered declining market share as a result of the growing use of smartphones from other vendors, principally the Apple iPhone and devices running on Google's Android operating system. As a [9][10] result, its share price has fallen from a high of US$40 in 2007 to under US$3 in 2012. Since February 2011, Nokia has had a strategic partnership with Microsoft, as part of which all Nokia smartphones will incorporate Microsoft's Windows Phone operating system (replacingSymbian). Nokia unveiled its first [11] Windows Phone handsets, the Lumia 710 and 800, in October 2011.
[6]

Pre-telecommunications era

Fredrik Idestam, cofounder of Nokia.

Statesman Leo Mechelin, co-founder of Nokia.

The predecessors of the modern Nokia were the Nokia Company (Nokia Aktiebolag), Finnish Rubber [12] Works Ltd (Suomen Gummitehdas Oy) andFinnish Cable Works Ltd (Suomen Kaapelitehdas Oy).

Nokia's history started in 1865 when mining engineer Fredrik Idestam established a groundwood pulp mill on the banks of the Tammerkoski rapids in the town of Tampere, in southwestern Finland in [13] the Russian Empire and started manufacturing paper. In 1868, Idestam built a second mill near the town of Nokia, fifteen kilometres (nine miles) west of Tampere by the Nokianvirta river, which had better [14] resources for hydropowerproduction. In 1871, Idestam, with the help of his close friend statesman Leo Mechelin, renamed and transformed his firm into a share company, thereby founding the Nokia Company, [14] the name it is still known by today. Toward the end of the 19th century, Mechelin's wishes to expand into the electricity business were at first thwarted by Idestam's opposition. However, Idestam's retirement from the management of the company in 1896 allowed Mechelin to become the company's chairman (from 1898 until 1914) and sell most [14] shareholders on his plans, thus realizing his vision. In 1902, Nokia added electricity generation to its [13] business activities. [edit]Industrial conglomerate In 1898, Eduard Poln founded Finnish Rubber Works, manufacturer of galoshes and other rubber [12] products, which later became Nokia's rubber business. At the beginning of the 20th century, Finnish Rubber Works established its factories near the town of Nokia and they began using Nokia as its product [15] brand. In 1912, Arvid Wickstrm founded Finnish Cable Works, producer oftelephone, telegraph and electrical cables and the foundation of Nokia's cable and electronics [12] businesses. At the end of the 1910s, shortly after World War I, the Nokia Company was nearing [16] bankruptcy. To ensure the continuation of electricity supply from Nokia's generators, Finnish Rubber [16] Works acquired the business of the insolvent company. In 1922, Finnish Rubber Works acquired [17] Finnish Cable Works. In 1937, Verner Weckman, a sport wrestler and Finland's first Olympic Gold [18] medalist, became president of Finnish Cable Works, after 16 years as its technical director. After World War II, Finnish Cable Works supplied cables to the Soviet Union as part of Finland's war reparations. This [18] gave the company a good foothold for later trade. The three companies, which had been jointly owned since 1922, were merged to form a new industrial conglomerate, Nokia Corporation in 1967 and paved the way for Nokia's future as a global [19] corporation. The new company was involved in many industries, producing at one time or another paper products, car and bicycle tires, footwear (including rubber boots), communications cables, televisions and other consumer electronics, personal computers, electricity generation machinery, robotics, capacitors, military communications and equipment (such as the SANLA M/90device and [20] the M61 gas mask for the Finnish Army), plastics, aluminium and chemicals. Each business unit had its own director who reported to the first Nokia Corporation President, Bjrn Westerlund. As the president of the Finnish Cable Works, he had been responsible for setting up the company's first electronics [21] department in 1960, sowing the seeds of Nokia's future in telecommunications. Eventually, the company decided to leave consumer electronics behind in the 1990s and focused solely [22] on the fastest growing segments in telecommunications. Nokian Tyres, manufacturer of tires, split from [23] Nokia Corporation to form its own company in 1988 and two years later Nokian Footwear, [15] manufacturer of rubber boots, was founded. During the rest of the 1990s, Nokia divested itself of all of [22] its non-telecommunications businesses. [edit]1967

to 2000

The seeds of the current incarnation of Nokia were planted with the founding of the electronics section of the cable division in 1960 and the production of its first electronic device in 1962: a pulse analyzer [21] designed for use in nuclear power plants. In the 1967 fusion, that section was separated into its own division, and began manufacturing telecommunications equipment. A key CEO and subsequent Chairman of the Board was vuorineuvos Bjrn "Nalle" Westerlund (19122009), who founded the electronics department and let it run at a loss for 15 years. [edit]Networking equipment In the 1970s, Nokia became more involved in the telecommunications industry by developing the Nokia DX 200, a digital switch for telephone exchanges. The DX 200 became the workhorse of the network equipment division. Its modular and flexible architecture enabled it to be developed into various switching [24] products. In 1984, development of a version of the exchange for the Nordic Mobile Telephony network [25] was started. For a while in the 1970s, Nokia's network equipment production was separated into Telefenno, a company jointly owned by the parent corporation and by a company owned by the Finnish state. In 1987, the state sold its shares to Nokia and in 1992 the name was changed to Nokia Telecommunications. In the 1970s and 1980s, Nokia developed the Sanomalaitejrjestelm ("Message device system"), a [26] digital, portable and encrypted text-based communications device for the Finnish Defence Forces. The [27] current main unit used by the Defence Forces is the Sanomalaite M/90 (SANLA M/90). [edit]First mobile phones

The Mobira Cityman 150, Nokia's NMT-900 mobile phone from 1989 (left), compared to theNokia 1100 from 2003.[28] The Mobira Cityman line was launched in 1987. [29]

The technologies that preceded modern cellular mobile telephony systems were the various "0G" precellular mobile radio telephony standards. Nokia had been producing commercial and some military mobile radio communications technology since the 1960s, although this part of the company was sold some time before the later company rationalization. Since 1964, Nokia had developed VHF radio simultaneously with Salora Oy. In 1966, Nokia and Salora started developing the ARP standard (which stands for Autoradiopuhelin, or car radio phone in English), a car-based mobile radio telephony system and the first commercially operated public mobile phone network in Finland. It went online in 1971 and [30] offered 100% coverage in 1978. In 1979, the merger of Nokia and Salora resulted in the establishment of Mobira Oy. Mobira began developing mobile phones for the NMT (Nordic Mobile Telephony) network standard, the first-generation, [31] first fully automatic cellular phone system that went online in 1981. In 1982, Mobira introduced its [31] first car phone, the Mobira Senator for NMT-450 networks. Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the company's telecommunications branch name to Nokia-Mobira Oy. The Mobira Talkman, launched in 1984, was one of the world's first transportable phones. In 1987, Nokia introduced one of the world's first handheld phones, theMobira Cityman 900 for NMT-900 networks (which, compared to NMT-450, offered a better signal, yet a shorter roam). While the Mobira Senator of 1982 had weighed 9.8 kg (22 lb) and the Talkman just under 5 kg (11 lb), the Mobira Cityman weighed only 800 g (28 oz) with the battery and had [29] a price tag of 24,000Finnish marks (approximately 4,560). Despite the high price, the first phones were almost snatched from the sales assistants' hands. Initially, the mobile phone was a "yuppie" product [20] and a status symbol. Nokia's mobile phones got a big publicity boost in 1987, when Soviet leader Mikhail Gorbachev was pictured using a Mobira Cityman to make a call from Helsinkito his communications minister in Moscow. [29] This led to the phone's nickname of the "Gorba". In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit, along with two other employees from the unit, started a notable mobile phone company of their own, Benefon Oy (since [32] renamed to GeoSentric). One year later, Nokia-Mobira Oy became Nokia Mobile Phones. [edit]Involvement in GSM Nokia was one of the key developers of GSM (Global System for Mobile Communications), the secondgeneration mobile technology which could carry data as well as voice traffic. NMT (Nordic Mobile Telephony), the world's first mobile telephony standard that enabled international roaming, provided valuable experience for Nokia for its close participation in developing GSM, which was adopted in 1987 [34][35] as the new European standard for digital mobile technology. Nokia delivered its first GSM network to the Finnish operator Radiolinja in 1989. The world's first commercial GSM call was made on 1 July 1991 in Helsinki, Finland over a Nokia-supplied network, by [36] then Prime Minister of Finland Harri Holkeri, using a prototype Nokia GSM phone. In 1992, the first [36][37] GSM phone, the Nokia 1011, was launched. The model number refers to its launch date, 10 [37] November. The Nokia 1011 did not yet employ Nokia's characteristic ringtone, the Nokia tune. It was [38] introduced as a ringtone in 1994 with the Nokia 2100 series. GSM's high-quality voice calls, easy international roaming and support for new services like text [36] messaging (SMS) laid the foundations for a worldwide boom in mobile phone use. GSM came to
[36] [33]

dominate the world of mobile telephony in the 1990s, in mid-2008 accounting for about three billion mobile telephone subscribers in the world, with more than 700 mobile operators across 218 countries and [39] territories. New connections are added at the rate of 15 per second, or 1.3 million per day. [edit]Personal computers and IT equipment

The Nokia Booklet 3G mini laptop.

In the 1980s, Nokia's computer division Nokia Data produced a series of personal computers [40] called MikroMikko. MikroMikko was Nokia Data's attempt to enter the business computer market. The [41] first model in the line, MikroMikko 1, was released on 29 September 1981, around the same time as the first IBM PC. However, the personal computer division was sold to the British ICL (International [42] Computers Limited) in 1991, which later became part of Fujitsu. MikroMikko remained a trademark of ICL and later Fujitsu. Internationally the MikroMikko line was marketed by Fujitsu as the ErgoPro. Fujitsu later transferred its personal computer operations to Fujitsu Siemens Computers, which shut down its only factory in Espoo, Finland (in the Kilodistrict, where computers had been produced since the [43][44] 1960s) at the end of March 2000, thus ending large-scale PC manufacturing in the country. Nokia was also known for producing very high quality CRT and early TFT LCD displays for PC and larger [45] systems application. The Nokia Display Products' branded business was sold to ViewSonic in 2000. In addition to personal computers and displays, Nokia used to manufacture DSL modems and digital set-top boxes. Nokia re-entered the PC market in August 2009 with the introduction of the Nokia Booklet 3G mini [46] laptop. [edit]Challenges of growth

The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi,Espoo, was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia employees. [20]

In the 1980s, during the era of its CEO Kari Kairamo, Nokia expanded into new fields, mostly by acquisitions. In the late 1980s and early 1990s, the corporation ran into serious financial problems, a major reason being its heavy losses by the television manufacturing division and businesses that were [47] just too diverse. These problems, and a suspected total burnout, probably contributed to Kairamo taking his own life in 1988. After Kairamo's death,Simo Vuorilehto became Nokia's Chairman and CEO. In [48] 19901993, Finland underwent severe economic depression, which also struck Nokia. Under Vuorilehto's management, Nokia was severely overhauled. The company responded by streamlining its [49] telecommunications divisions, and by divesting itself of the television and PC divisions. Probably the most important strategic change in Nokia's history was made in 1992, however, when the new CEO Jorma Ollila made a crucial strategic decision to concentrate solely on [22] telecommunications. Thus, during the rest of the 1990s, the rubber, cable and consumer electronics divisions were gradually sold as Nokia continued to divest itself of all of its non-telecommunications [22] businesses. As late as 1991, more than a quarter of Nokia's turnover still came from sales in Finland. However, after the strategic change of 1992, Nokia saw a huge increase in sales to North America, South America and [50] Asia. The exploding worldwide popularity of mobile telephones, beyond even Nokia's most optimistic [51] predictions, caused a logistics crisis in the mid-1990s. This prompted Nokia to overhaul its entire [52] logistics operation. By 1998, Nokia's focus on telecommunications and its early investment in GSM [50] technologies had made the company the world's largest mobile phone manufacturer, a position it would hold for the next 14 consecutive years until 2012. Between 1996 and 2001, Nokia's turnover increased [50] almost fivefold from 6.5 billion euros to 31 billion euros. Logistics continues to be one of Nokia's major [53][54] advantages over its rivals, along with greater economies of scale. [edit]2000

to present

[edit]Product releases

Reduction in size of Nokia mobile phones

Evolution of the Nokia Communicator. Models 9000, 9110, 9210, 9300 and 9500 shown.

Nokia launched its Nokia 1100 handset in 2003, with over 200 million units shipped, was the best[55] selling mobile phone of all time and the world's top-selling consumer electronics product. Nokia was one of the first players in the mobile space to recognize that there was a market opportunity in combining a game console and a mobile phone (both of which many gamers were carrying in 2003) into the N-Gage. The N-Gage was a mobile phone and game console meant to lure gamers away from the Game Boy [56] Advance, though it cost twice as much. In May 2007, Nokia released its first touch screen phone, the Nokia 7710, which was also a huge success. In November 2007, Nokia announced and released the Nokia N82, its first Nseries phone with Xenon flash. At the Nokia World conference in December 2007, Nokia announced their "Comes With Music" program: Nokia device buyers are to receive a year of complimentary access to music [57] downloads. The service became commercially available in the second half of 2008. Nokia Productions was the first ever mobile filmmaking project directed by Spike Lee. Work began in April [58] 2008, and the film premiered in October 2008. In 2008, Nokia released the Nokia E71 which was marketed to directly compete with the other BlackBerry-type devices offering a full "qwerty" keyboard and cheaper prices. Nokia announced in August 2009 that they will be selling a high-end Windows-based mini laptop called the Nokia Booklet [46] 3G. On 2 September 2009, Nokia launched two new music and social networking phones, the X6 and [59] X3. The Nokia X6 features 32GB of on-board memory with a 3.2" finger touch interface and comes with a music playback time of 35 hours. The Nokia X3 is a first series 40 Ovi Store-enabled device. The X3 is a music device that comes with stereo speakers, built-in FM radio, and a 3.2 megapixel camera. On 10 September 2009, Nokia unveiled the 7705 Twist, a phone sporting a square shape that swivels open to reveal a full QWERTY keypad, featuring a 3 megapixel camera, web browsing, voice commands and [60] weighting around 3.44 ounces (98 g). On 9 August 2012, Nokia launched for the Indian market two new Asha range of handsets equipped with cloud accelerated Nokia browser, helping users browse the [61] Internet faster and lower their spend on data charges. [edit]Symbian

[28]

The Nokia N8 smartphone is the worlds first Symbian^3device, and the first camera phone to ever feature a 12megapixel autofocus lens.

Originally Nokia phones had a custom Nokia OS operating system developed specifically for Nokia mobile phones. The first Nseries device, the N90, utilised the older Symbian OS 8.1 mobile operating system, as did the N70. Subsequently Nokia switched to using SymbianOS 9 for all later Nseries devices (except the N72, which was based on the N70). Newer Nseries devices incorporate newer revisions of SymbianOS 9 that include Feature Packs. The N800, N810, N900, N9 and N950 are as of April 2012 the only Nseries devices (therefore excluding Lumiadevices) to not use Symbian OS. They use the Linux[62] based Maemo. Nokia stated that Maemo would be developed alongside Symbian. Maemo had since (Maemo "6" and beyond) merged with Intel's Moblin, and became MeeGo. MeeGo was later canceled and a development is now continued under name Tizen. The Nokia N8 is the first device to function on the Symbian^3 mobile operating system. Nokia revealed that the N8 will be the last device in its flagship N-series devices to ship with Symbian [63][64] OS. Instead, Nokia will use Microsoft Windows Phone for its high-end flagship Lumia devices, and revealed the Nokia N9 will function on the MeeGo mobile operating system. [edit]Alliance with Microsoft

Market share of Symbian, Windows Mobile and Windows Phone 7 among US smartphone owners from Q1 2011 to Q2 2012 according to Nielsen Company.

On 11 February 2011, Nokia's CEO Stephen Elop, a former head of Microsoft business division, unveiled a new strategic alliance with Microsoft, and announced it would replace Symbian and MeeGo with [65][66] Microsoft's Windows Phone operating system except for mid-to-low-end devices, which would continue to run under Symbian. Nokia was also to invest into the Series 40 platform and release a single [67] MeeGo product in 2011. As part of the restructuring plan, Nokia planned to reduce spending on research and development, [68] instead customising and enhancing the software line for Windows Phone 7. Nokia's "applications and content store" (Ovi) becomes integrated into the Windows Phone Store, and Nokia Maps is at the heart of Microsoft's Bing and AdCenter. Microsoft provides developer tools to Nokia to replace the Qt framework, [69] which is not supported by Windows Phone 7 devices. Symbian became described by Elop as a "franchise platform" with Nokia planning to sell 150 million Symbian devices after the alliance was set up. MeeGo emphasis was on longer-term exploration, with plans to ship "a MeeGo-related product" later in 2012. Microsoft's search engine, Bing was to become the [70] search engine for all Nokia phones. Nokia also intended to get some level of customisation on WP7. After this announcement, Nokia's share price fell about 14%, its biggest drop since July 2009.
[71]

As Nokia was the largest mobile phone and smartphone manufacturer worldwide at the time, it was suggested the alliance would make Microsoft's Windows Phone 7 a stronger contender [69] against Android and iOS. Because previously increasing sales of Symbian smartphones began to fall rapidly in the beginning of 2011, Nokia was overtaken by Apple as the world's biggest smartphone maker [73] [74] by volume in June 2011. In August 2011 Chris Weber, head of Nokia's subsidiary in the U.S., stated "The reality is if we are not successful with Windows Phone, it doesn't matter what we do (elsewhere)." [75] He further added "North America is a priority for Nokia (...) because it is a key market for Microsoft.". Nokia reported "well above 1 million" sales for its Lumia line up to January 26, 2012, 2 million sales [78] [79] for the first quarter of 2012, and 4 million for the second quarter of 2012. In this quarter, Nokia only [80] sold 600000 smartphones (Symbian and Windows Phone 7) in North America. For comparison, Nokia [81] sold more than 30 million Symbian devices world-wide still in Q4 2010 and the Nokia N8alone sold
[76][77]

[72]

almost 4 million in its first quarter of sale. In Q2 2012, 26 million iPhones and 105 million Android phones [82] have been shipped, but only 6.8 million devices with Symbian and 5.4 million with Windows Phone While announcing an alliance with Groupon, Elop declared "The competition... is not with other device [83] manufacturers, it's with Google." European carriers have stated that Nokia Windows phones are not good enough to compete with Apple iPhone or Samsung Galaxyphones, that "they are overpriced for what is not an innovative product" [84] and that "No one comes into the store and asks for a Windows phone". In June 2012, Nokia chairman Risto Siilasmaa told journalists that Nokia had a back-up plan in the [85][86] eventuality that Windows Phone failed to be sufficiently successful in the market. [edit]Reorganizations Nokia opened its Komrom, Hungary mobile phone factory on 5 May 2000.
[87]

In March 2007, Nokia signed a memorandum with Cluj County Council, Romania to open a new plant [88][89][90] near the city in Jucu commune. Moving the production from the Bochum, Germany factory to a low [91][92] wage country created an uproar in Germany. Nokia recently moved its North American Headquarters to Sunnyvale. In April 2003, the troubles of the networks equipment division caused the corporation to resort to similar [93] streamlining practices on that side, including layoffs and organizational restructuring. This diminished [94][95] Nokia's public image in Finland, and produced a number of court cases and an episode of a [96] documentary television show critical of Nokia. On February 2006, Nokia and Sanyo announced a memorandum of understanding to create a joint venture addressing the CDMA handset business. But in June, they announced ending negotiations without agreement. Nokia also stated its decision to pull out of CDMA research and development, to [97][98][99] continue CDMA business in selected markets. In June 2006, Jorma Ollila left his position as CEO to become the chairman of Royal Dutch Shell [101][102] to give way for Olli-Pekka Kallasvuo.
[100]

and

In May 2008, Nokia announced on their annual stockholder meeting that they want to shift to the Internet business as a whole. Nokia no longer wants to be seen as the telephone company.Google, Apple and Microsoft are not seen as natural competition for their new image but they [103] are considered as major important players to deal with. In November 2008, Nokia announced it was ceasing mobile phone distribution in Japan. Following early December, distribution of Nokia E71 is cancelled, both from NTT docomo and SoftBank Mobile. Nokia Japan retains global research & development programs, sourcing business, and an MVNO venture of Vertu luxury phones, using docomo's telecommunications network. In February 2012, Nokia anonunced it was laying off 4000 employees to move manufacturing from [105] Europe and Mexico to Asia. In March 2012, Nokia annonunced it was laying off 1000 employess from its Salo, Finland factory to focus [106] on software. [edit]Acquisitions For a more comprehensive list, see List of acquisitions by Nokia.
[104]

The Nokia E55 from the business segment of the Eseries range

On 22 September 2003, Nokia acquired Sega.com, a branch of Sega which became the major basis to [107] develop the Nokia N-Gage device. On 16 November 2005, Nokia and Intellisync Corporation, a provider of data and PIM synchronization [108] software, signed a definitive agreement for Nokia to acquire Intellisync. Nokia completed the [109] acquisition on 10 February 2006. On 19 June 2006, Nokia and Siemens AG announced the companies would merge their mobile and fixedline phone network equipment businesses to create one of the world's largest network firms, Nokia [110] Siemens Networks. Each company has a 50% stake in the infrastructure company, and it is headquartered in Espoo, Finland. The companies predicted annual sales of 16 bn and cost savings of 1.5 bn a year by 2010. About 20,000 Nokia employees were transferred to this new company. On 8 August 2006, Nokia and Loudeye Corp. announced that they had signed an agreement for Nokia to [111] acquire online music distributor Loudeye Corporation for approximately US $60 million. The company has been developing this into an online music service in the hope of using it to generate handset sales. The service, launched on 29 August 2007, is aimed to rival iTunes. Nokia completed the acquisition on 16 [112] October 2006. In July 2007, Nokia acquired all assets of Twango, the comprehensive media sharing solution for [113][114] organizing and sharing photos, videos and other personal media. In September 2007, Nokia announced its intention to acquire Enpocket, a supplier of mobile advertising [115] technology and services. In October 2007, pending shareholder and regulatory approval, Nokia bought Navteq, a U.S.-based [4][116] supplier of digital mapping data, for a price of $8.1 billion. Nokia finalized the acquisition on 10 July [117] 2008.

In September, 2008, Nokia acquired OZ Communications, a privately held company with approximately [118] 220 employees headquartered in Montreal, Canada. On 24 July 2009, Nokia announced that it will acquire certain assets of cellity, a privately owned mobile [119] software company which employs 14 people in Hamburg, Germany. The acquisition of cellity was [120] completed on 5 August 2009. On 11 September 2009, Nokia announced the acquisition of "certain assets of Plum Ventures, Inc, a privately held company which employed approximately 10 people with main offices in Boston, [121] Massachusetts. Plum will complement Nokia's Social Location services". On 28 March 2010, Nokia announced the acquisition of Novarra, the mobile web browser firm from Chicago. Terms of the deal were not disclosed. Novarra is a privately held company based in Chicago, IL [122] and provider of a mobile browser and service platform and has more than 100 employees. On 10 April 2010, Nokia announced its acquisition of MetaCarta, whose technology was planned to be used in the area of local search, particularly involving location and other services. Financial details of [123] acquisition were not disclosed. Nokia has acquired Smarterphone in 2012.
[124]

Also Nokia acquired Scalado in 2012.

[125]

[edit]Financial difficulties and restructuring Amid falling sales, Nokia posted a loss of 368 million euros for Q2 2011, while in Q2 2010 had still a profit of 227 million euros. On September 2011, Nokia has announced it will lose another 3,500 jobs worldwide, [126] including the closure of its Cluj factory in Romania. On 8 February 2012 Nokia Corp. said to cut around 4,000 jobs at smartphone manufacturing plants in Europe by the end of 2012 to move assembly closer to component supplier in Asia. It plans to cut 2,300 of the 4,400 jobs in Hungary, 700 out of 1,000 jobs in Mexico, and 1,000 out of 1,700 factory jobs [127] in Finland. On 14 June 2012, Nokia announced to cut 10,000 jobs globally by the end of 2013 and shut production and research sites in Finland, Germany and Canada inline with continues loss and the stock [129] fell to the lowest since 1996. Today, Nokia's market value is below $10 billion. In total, according to actualized and planned laid-offs Nokia will have laid off 24,500 employees by the end of 2013. Nokia has already laid off 7,000 employees in the first stage: 4,000 staff and transferred also 3,000 to services firm Accenture. Nokia also closed its factory in Cluj, Romania that decreased the workforce by 2,000 employees, and restructured the Location & Commerce business unit that decreased the workforce by 1,200 employees. In February 2012, Nokia unveiled a plan to cut 4,000 more jobs at its plants in Finland, Hungary and Mexico as it moves smartphone assembly work to Asia. The most recent [130] plan is to cut further 10,000 jobs globally by the end of 2013. Nokia had 66,267 personnel in its Devices&Services, NAVTEQ and Corporate Common Functions units combined, this has been calculated by subtracting the personnel of Nokia Siemens Networks from the total personnel of Nokia Group based [131] on the full year report of 2010. Therefore, the personnel would decrease by approximately 36 percent by the end of 2013 when compared to the end of 2010 that best depicts the lay-offs that have resulted from the strategy change in February 2011 and competition in the central mobile phone business units recently.
[128]

On 18 June 2012 Moodys downgraded Nokia rating to junk. Nokia CEO admitted on 28 June 2012 that company's inability to foresee rapid changes in mobile phone industry was one of the major reasons [133] for the problems company was facing. On 4 May 2012, a group of Nokia investors filled a class action against the company as a result of [134] disappointing sales of Nokia phones running on the Windows Phone platform. On 22 August 2012, it was reported that a group of Finnish Nokia investors were considering gathering signatures for the [135] removal of Elop as CEO.

[132]

http://www.movingbrands.com/?category_name=nokia-workBetween 2004 and 2007 Moving Brands

was the lead branding agency for Nokia. We creatively lead the global re-brand, across Brand Strategy (working with the incumbent agencies within the WPP group), Brand Identity and Brand Experience. We were also appointed to define Nokias digital strategy and lead the re-design of their worldwide online presence. The resulting success of Nokia.com lead us to be appointed to design the brand identity for Nokias software and services offer, Ovi.com. After working with Nokia on their digital strategy for over two years, Nokia approached us in 2006 with a desire to become the Worlds most loved and admired brand. Nokias objectives were twofold: to re-engage with youth, and make product choice easier for all. The intended result was to increase market share, brand preference and customer retention. Moving Brands worked with Nokia to help customers navigate Nokias vast product portfolio and to create a stronger emotional connection with customers by injecting the right amount of life, love and lust into the brand. To represent these new values and help the organisation focus these ambitions, we developed the story at the heart of the brand very human technology. Our resulting work, based on extensive global consumer research, defined a new strategy across consumer segmentation, product segmentation and naming architecture. We also delivered a strategic point of view on current trends and future needs for consumers. This strategy formed the backbone of all creative work, and established a clear strategic and creative direction for all of Nokias agencies globally. Nokia launched its new identity, offer and online presence globally in 2007. The same year, Nokias global market share increased from 34% to 40%. By 2009, they were number 5 in global brand rankings.

Origins

The first vehicles Volkswagen introduced were noted for their fuel-efficiency, reliability and ease of repair. These were essential qualities during the war, since many consumer resources were allocated to the military. At the end of the war, the factory was heavily bombed and the British took control.

Expanse

The Volkswagen brand found much success throughout Europe and North America during the 1950s and 1960s. Audi, Volskwagen wholly owned subsidiary, started up in 1964. Volkswagen's popularity soared in the United States in 1969 when Disney featured a Beetle called "Herbie the Love Bug" in a series of family movies.
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Going Global

In 1974, Volkswagen took on its rivals in Europe and started expanding its consumer line of cars. The company introduced the Rabbit and the Passat, and built a factory in Western Pennsylvania to support its U.S. sales.

Quality Control

Throughout the 1980s and early 1990s, the Volkswagen brand was plagued by a number of quality control issues, particularly in its American market. A number of shake-ups throughout the period resulted in a new focus for the company. Volkswagen wanted people to know that driving was fun again.

Going Green

In the early 21st century, the Volkswagen brand launched a major ad campaign to stimulate sales and spark growth. Combining a number of humorous ads along with a dedication to create cost-effective green TDI clean diesel cars, worked and the Volkswagen has become a global sales leader in the automobile market.

Read more: History of the Volkswagen Brand | eHow.com http://www.ehow.com/facts_4966661_historyvolkswagen-brand.html#ixzz27slMJXdH

Volkswagen has always built cars for the people, its brand name in German and Chinese literally meaning the Peoples Car, but facing increased competition, the consumers perception of Volkswagen as an innovator had been challenged putting it behind key rivals. Additionally, dealers traditionally own the customer relationship making it difficult for Volkswagen to strike direct dialogue with current or future customers or to derive key insights to shape future innovation.

Two clear objectives emerged - to establish Volkswagen as the most innovative auto brand in China and to measurably improve the perception of the brand as innovative, and to enable, a deep, direct, long-term dialogue with the people of China. The rise of a new middle class, coupled with rapid growth of online usage means a fertile environment to discuss social and economic issues, brands and products has evolved. The most free and open forum in China is the social internet where people create, contribute and discuss content more fervently than most countries globally. These factors gave the perfect conditions to create an open-innovation program that would re-imagine how cars are designed, developed and marketed. Harnessing the power of crowdsourcing, people were first inspired to develop ideas in and around cars, providing interactive online tools for them to realize and showcase them.

Ideas were socialized to stimulate voting and commentary, and finally, the best and most unique ideas were passed to Volkswagen engineers and designers to evaluate and ultimately to co-create the next Peoples Car. This required a

drastic shift in Volkswagens overall business strategy: instead of building cars for the people, it would begin building cars with the people. Hence the Peoples Car Project was anchored on a first-of-its-kind online dialogue platform that delivers compelling content, interactive 3D tools, gamificiation and unique social experiences. The platform is socially enabled - integrating content and functionality with all major social networks, to facilitate seamless exchanges between our platform and users existing social communities.

In the first year, multiple thematically driven campaigns were launched to stimulate dialogue on highly topical subjects including design, customization, environment, and connectivity - delivering new content daily, weekly, and monthly. To inspire people, everything they knew about cars needed to be reset. To achieve this, an iconic device was needed that would be instantly recognizable, both as a Volkswagen initiativeand in its own right. It needed to be engaging, playful, branded and customisable. The Flubber Car was created, a unique 3D design that morphs to the ideas of consumers activating it uniquely across multiple channels. Web films arrested peoples attention by introducing Flubber car personalities. Stunts made the virtual real by bringing life-size Flubber cars into local neighbourhoods. Events put Flubber cars into peoples hands via augmented reality, interactive kiosks and physical models. The online platform enabled people to design and customize Flubber cars with their own ideas. TV, out of home and print brought the Flubber car to the masses by sparking broad awareness. Mobile Apps enabled Flubber cars to travel anywhere.

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