期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2021
卷号：3
期号：1
页码：461-464
DOI：10.35629/5252-0301331333
语种：English
出版社：IJAEM JOURNAL
摘要：The purpose of this paper is to analyze about the brand positioning of Nokia mobile phones. Brand positioning defines how the company’s target image is shaped in the minds of consumers. In a competitive environment, ensuring the differentiation of a brand is possible through an effective brand positioning that includes a consistent consumer-brand relationship. Mobile segment is one of the most trending and increasing business in today’s competitive world. With all these instances, here we are concerned with the brand value of Nokia and its position in comparison to other competitors like Samsung, Sony, HTC etc. There is no doubt in this that Nokia is one of the oldest & once very popular product available in the market. Nokia’s strategy is to build trusted consumer relationships by offering valued consumer solutions. Nokia was named the 5th best global brand in 2007 and has been one of the 10 best global brands for almost a decade.As a result, people having age group of 40+ use the Nokia mobile because of its simple functions. Nokia has been successful in differentiating itself in the crowded and highly competitive mobile market in India. Due to business challenges, Nokia too faced multiple problems in surviving in the market but eventually strategically tied up with Microsoft to regain the lost market share.
