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Strategy

Nostalgia isn’t enough, Nokia needs a defined branding strategy to connect with people

Even as it struggles to develop a clear brand identity for Nokia, new owner HMD has launched several models in a short span, leading to clutter. In the absence of an established flagship model or a consistent message, the feature-phone maker is missing out on consumers’ attention.
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soumyagupta
23 Jan 2020 8 Mins Read 3 comments
Concept by Muhabit ul haq Getty Images
Concept by Muhabit ul haq
The mere mention of mobile phones can make you nostalgic about the brand that was once synonymous with them. A leader and a game changer in its time, Nokia phones came with features that truly connected with people. The product was good, so was the run. In the mid-to-late 2000s, Nokia controlled 70%-80% of the mobile-phone
as an independent brand while focusing on the premium Mi brand. For Nokia to shed the image of an unbreakable feature phone with the addictive Snake game, and sell handsets priced from INR999(feature phones) to INR48,000 (flagship camera phone) — all under the same brand — is simply the path to perdition. (Graphics by Sadhana Saxena)
The mere mention of mobile phones can make you nostalgic about the brand that was once synonymous with them. A leader and a game changer in its time, Nokia phones came with features that truly connected with people. The product was good, so was the run. In the mid-to-late 2000s, Nokia controlled 70%-80% of the mobile-phone as an independent brand while focusing on the premium Mi brand. For Nokia to shed the image of an unbreakable feature phone with the addictive Snake game, and sell handsets priced from INR999(feature phones) to INR48,000 (flagship camera phone) — all under the same brand — is simply the path to perdition. (Graphics by Sadhana Saxena)

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