Brand Audit of Nokia in Indian ContextMarketing Communication and Brand Management

Samrat Basu, Post Graduate Diploma in Business Management

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Table of Contents

Title Page No .

Nokia Brand Inventory………………………………………………........3

Product Related Attributes………………………………………………..4

Nokia Brand Portfolio…………………………………………………………5

Nokia Brand Exploratory…………………………………………………….6

Mental Map………………………………………………………………………..7

Nokia CBBE Pyramid…………………………………………………………..8

Factors Responsible for Nokia Market Share Dip………………10

Recommendations…………………………………………………………….11

Conclusion………………………………………………………………………….12

Appendix……………………………………………………………………………13

References and Bibliography…………………………………………….14

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Nokia Brand Audit

[Source: www.nokia.co.in]

Nokia- Brand Inventory

Nokia- A Brief History

Nokia is a technology giant manufacturing mobile phones. This Finnish brand has earned real credit for its path-breaking technology and innovative contribution to the mobile phone industry.

The brand history of Nokia can be divided roughly into four parts: -1) Nokia First Century (1865-1967), 2) The Move to Mobile (1968-1991), 3) Mobile Revolution (1992-1999) 4) Nokia Now (2000-present).

1) Nokia First Century (1865-1967) – The birth of Nokia took place on the banks of Nokianvirta river which initially started as a paper mill and gradually modified to a rubber firm, a cable works to finally Nokia Corporation in 1967.

2) The Move to Mobile (1968-1991) – As pioneers in the mobile communications in the newly deregulated European markets, Nokia partnered with several technological organisations before it launched the first GSM enabled handsets in the market in 1991. Nokia equipments were used to make the world’s first GSM call.

3) Mobile Revolution (1992-1999) -- By 1992, Nokia decided to focus fully on its telecommunication business. The organisation took its best strategic decision with the adoption of the newly GSM standard and soon it was at the helm of its growth and took a considerable portion of the global mobile market. Nokia launched the Nokia 1011 which was its first GSM phone, the Nokia tune in 1994 which could be heard first in its 2100 handset. In 1997, it launched the famous Snake game and by 1999 the Nokia 7110 was launched which was the world’s first WAP-enabled mobile phone.

4) Nokia Now (2000-present) -- By this time, the success of Nokia as a brand was recognised globally. By 2002, the first 3G phone of Nokia came into existence which also slowly saw the launch of Nokia N-Gage and other gaming phones by Nokia. By 2007, Nokia sold its Billionth phone in Africa and by 2007 it was recognised as the 5 th

most valued brand in the world and also launched the Ovi which was a internet-based services. In 2008, Nokia unveiled its new concept mobile phone, the Nokia Morph which was a joint study of Cambridge University’s Nanoscience Centre and the Nokia Research Centre. (Malykhina,2008) 

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Nokia-IndiaIndia has always provided a huge potential market for many businesses. In India, the growth of the cellular technology came with the advent of Nokia which started operations in Kolkata, New Delhi, Mumbai, Jaipur, Lucknow, Chennai, Bangalore, Pune and Ahmedabad. R&D facilities were set up at Bangalore & Mumbai, manufacturing plant at Chennai and a Design Studio at Bangalore. Gradually, India became the second largest market of Nokia in the world. The brand today has become an integral part of most of cell phone users. In every shop selling mobile phones, we could always see Nokia phones. Nokia in India has extended its reach to even the remotest of places. “Today, Nokia phones are available across 200,000 outlets countrywide. But the beauty really lies in the way the Finnish giant has been able to weave in its distribution network over a robust IT backbone.” (www.economictimes.indiatimes.com).This is all due to the extensive brand image of Nokia.

Some Achievements of Nokia:- Ranked No.1 as the Most Trusted Brand Survey by Brand Equity, 2008 Ranked the No. 1 MNC in India by Businessworld, India’s leading business

weekly, 2006 Ranked as the No. 1 telecommunications equipment vendor in the country by

Voice & Data for five consecutive years –2008, 2007, 2006,2005 and 2004 Ranked as the 9th most powerful brand by Millward Brown’s BrandZ 2008 Ranked world’s 4th most valuable brand by Interbrand, 2007 Ranked Asia’s most trusted brand by the Media-Synovate, 2006

(www.nokia.co.in)

Product-Related Attributes: - Brand Nokia is better known to be a user-friendly phone which provides its users the ease of access though keeping in mind the chic, sturdiness, etc. which people generally associate with Nokia. It provides several benefits to its customers that could be summarized as shown below:-

1) Latest state of the art operating system (Java-based Symbian and Linux-based Maemo)2) Music Player(Media Player + MP3 Player)3) 2 -8 Megapixel Carl Zeiss Optical Lens Camera(12 MP in N8 coming soon)4) Bluetooth & Infrared5) Video & Voice Recording6) EDGE7) Internet & GPRS8) GPS9) Style10) Passion11) Image12) Feel13) Satisfaction 14) Innovation & Technology

(www.nokia.maemo.com)

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Nokia Brand Portfolio

As we can see from the figure above that Nokia’s Brand Portfolio currently consists of the following five categories of mobile phones. They are 1) Entry Level Phones 2) Nokia Xpress Music 3) Nokia C-Series 4) Nokia X-Series, 5) Nokia E-Series 6)Nokia N-Series.Nokia with its above portfolio targets almost all the sectors of the mobile phone users.

Entry Level Phones: - This segment mainly tries to target the customers whose main aim is to use mobile phone only as a means of communication. This level targets those customers who are not in a position to afford a lavish amount of money on mobiles, but in some way or others they have to keep a mobile to communicate. “The company launched two models, 1100 and 1108, after intensive research on the Indian customer's specific needs. The phones gave an integrated torch, a sheath-covered keypad for dust protection and a slip-free grip. The phones were also introduced in other markets in Asia and Africa. Nokia's first ‘Made for India’ model, the 1100, is the largest selling model in the Indian GSM handset market.”(www.ibef.org)

Nokia Xpress Music: - This segment mainly tries to target the young generation who are music freaks. They live in a separate world where music is the most important for them and at the same time the hip and happening youngsters would also like to have a user-friendly interface, with around 2-3.2 MP camera with Carl Zeiss optical lens and extended memory space of about 16 GB for added music capacity, FM player, etc.

Nokia Smart Category Phones, consisting of Nokia C-Series, Nokia X-Series, Nokia E-Series, Nokia N-Series:- These 4 categories of cell phones mainly constitute the smart category of mobile phones offered by Nokia. With the introduction of these categories Nokia has brought in a new device naming convention. While the E-Series and N-Series have been in

NOKIA

Nokia N-Series

1) N-97 mini, 2) N-97 3) N-900, 4) N-86 8MP, 5) N8, 6) N-95, 7)N-96, etc

Nokia E-Series

1) E-72, 2) E-71, 3) E-63, 4) E-5, etc

Nokia X-Series

1) X6 2) X3 3) X2, etc

Nokia C-Series

1) C3 2) C5 3) C6, etc

Nokia Xpress Music

1)5130 2)5330 3)5530 4)5630 5)5800, etc

Entry Level Phones

1)1100 2)1108, etc

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the market for the last few years, the X-Series has been introduced last year and the C-Series has started coming in the market a few months back. Within all these device series, a new range of number starting from 1 to 9 could be seen. This implies for the range of functionality they offer and the approximate prices of the devices range from 1, being the lowest and 9 being the highest. The C-Series and X-series mainly target the customers who want a sleek and sophisticated smart phone with the ease of usability. The inclusion of several social networking sites as gadgets are also to be noted. The models come in different bright colours also to attract the women customers. The E-Series and N-Series however come in a very bold and sturdy shape. The E-Series targets the business class users, who require being in constant touch with their emails and internet on move. The push-mail is a unique feature of the E-Series. The N-Series is by far the most high end model of Nokia phones. It has the most advanced features including the GPS with Navigator. The mobiles are equipped with 5-8 MP cameras with Carl Zeiss lens, expendable memories upto 32 GB. The phones appeal to the modern, trendy hip-happening crowd of the society, who has a larger disposable income and can spend a premium amount while buying their products.

Moreover, “this new naming convention is designed to make things easier for users, so they can quickly and easily work out where a device sits within the series and beyond that have a clearer idea of what each series does.” (http://conversations.nokia.com)

Communications, Pricing and Distribution

Nokia’s communication strategy is often aimed at advertising the products for the low-end consumers. The Nokia 1100 advertisement, “Made for India” campaign was targeted at the lowest level end user. “It showed the mobile tied to the fender of a truck that traverses the length of India. The implicit message is that phone still works at the end of the long, hot, dusty, journey. Nokia's advertisements have dwelt on the human angle of mobile technology, rather than emphasise their technical aspects. Localised communications has helped reinforce the core brand strength of ‘“human technology that appeals to consumers,”” admits Sanjeev Sharma, CEO, Nokia. The ‘Har Jeb Mein Rang’ (colour in every pocket) advertisement was created keeping in mind a market aspiring to go for colour displays. Through its astute advertising, Nokia has sometimes been perceived as being the innovator even when it is not. It is not the first handset maker to have Hindi text display for SMS, but its hardsell campaign showing the Hindi text on a display has enabled it to usurp this position in the minds of the general consumer.”

Nokia has successfully used a belligerent pricing strategy to defeat the price wars going on in the grey market. Initially when mobile market started growing, the grey market comprised of about 80% of the total handset market. Now Nokia along with other handset players has consistently reduced the price of their different products in an effort to destroy this grey market and to induce consumers more into buying their products. Nokia though often resorts to market skimming as they often have been pioneers in launching a service and then reducing the price after a few months.

Nokia has resorted to an effective distribution strategy and it could make its feel presence over 30000 outlets in about 2000 cities. (www.ibef.org)

Brand Exploratory

Nokia has always tried to bring innovative products in the markets with the aim of creating a demand in the market for new and new devices. So innovation and research and development have paved the way to transform Nokia into a market leader. Some of the typical brand

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associations with Nokia are ‘innovative’, ‘superior quality’, ‘design’, ‘user-friendly’, ‘durability’, ‘global’.

Nokia - Mental Map

Sources of Brand Equity Nokia has been considered to be one the top global brands for ages now. It derives its brand equity mainly due to the different ways it tries to connects its customers emotionally and rationally.

The very first thing that draws one’s attention while seeing a Nokia phone is the image it has built down the age. Nokia is best known to be innovators in this telecom fields, bringing newer and newer models in the market and creating a craving among the fellow customers to buy more and more of its phones. Moreover, Nokia as a brand is successful in almost all its products it has in the market. So it is established with the image of being a successful brand. Nokia on the other hand also urges its customers to recycle their old phones and as a result, the company also plants a new tree for each phone recycled. So it has also built up an image of being an eco-friendly object. The image of the brand is one of the most important drivers of brand equity.

Nokia

Image

Feelings

People

Benefits

Innovator, Successful, Eco-friendly

Durability

User Friendly

Ease of use, Design

All classes, Male-Female, Business, Music-lovers

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The very first feeling we associate with Nokia is the design of the phones and the ease with which we can access these devices. Nokia comes with one of the advanced technological designs and at the same time, the complex device could be accessed with ease as the interface is always a very user-friendly one. It tries to appeal the customers to be involved in a complex technology but with ease.

“Nokia has a distinct personality of its own. The slogans 'We call this human technology', 'only Nokia  human technology enables you to get more out of life' and 'connecting people' emphasize  human side of technology, thereby resulting in brand personality of trusted friend.  It also stands for reliability and quality.  The ads also played prominent role in contributing to the distinct personality.” (Varaprasadreddy & Ramesh, 2006)

Another prominent area where Nokia is drawing brand equity is the fact that it caters all the different societies of people ranging from the new entry level phone users to the business and sophisticated users. The sophisticated and business level users are even ready to pay a premium price to use Nokia products. These show the brand equity that Nokia has created in the market.

Nokia also is sponsoring many sporting events like it is one of the main sponsors for Kolkata Knight Riders team of the IPL. It is trying to associate the brand with the level that Shahrukh Khan, the franchisee owner for the team has created. Like Shahrukh in Bollywood, Nokia tries to be the ultimate name in the mobile industry.

Customer-Based Brand Equity (CBBE) Pyramid

Nokia market share is more than 38% globally and around 58% in India.

High Salience

Product, Features, Design, Durability

Cultural, Social, Image, Brand

Demographic Characteristics, Psychographic Characteristics

Personal Factors, Psychological Factors

Occasions, Benefits, Status, Brand Loyalty, Attitudes

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Nokia provides solutions of top quality across its different products which is continuously changing as Nokia’s products are modifying according to the cultural and societal changes. Thus it provides a holistic approach with consumer experience.

Brand Salience: - Nokia is a global leader as a mobile hand set producer. Nokia dominates the mobile market globally. “Nokia retained a substantial lead in the worldwide smart phone market in Q2 2010, achieving a 38% market share”. (Litchfield, 2010) In India, “…..Nokia continues to dominate the market with a huge 59.5% market share” (www.cellular-news.com). This suggests that as a brand, Nokia has a huge brand salience and consumers prefer Nokia over other players. So whenever someone goes to buy a mobile in India, the very first thing that he/she recalls is a Nokia cell phone.

Performance: - Nokia uses the latest state of the art technology and provides latest multimedia phones. Apart from serving the basic purposes of a phone, Nokia can be used as a camera which provides a 2- 8 MP camera, FM, Bluetooth, etc. The Nokia design is very sleek and it weighs very light so that it can be carried in hands or pockets comfortably. The keys are stylishly made. Nokia can always be associated with durability and reliability. It has a very sturdy and a robust design and even if the phone drops from your hands, it is not damaged easily. The common Indian perception is that “If it’s Nokia then it has to be good.” Nokia always provides superior quality both in service and the product.

Imagery: - Demographic Characteristics- Nokia has a varied portfolio of mobile phones which targets user from the age group of 15 to 35. To lure the female customers, Nokia has even come up with special models in pink and plum colour. Nokia has handsets ranging from basics to high-ends. So the price accordingly varies from as low as Rs 2000 to about Rs. 35000. Moreover, mobile phones these days are not luxuries, but a necessity and the disposable income of people are also at a high growing rate, thereby giving them more and more options to consider buying a variety of models which satisfies their needs and aspirations.

Psychographic characteristics – Nokia has a variety of features targeting the different consumers. For ex: a high resolution camera would attract a customer interested in photography, while a good internet browsing or push mail service feature phone would attract a business person. Thus Nokia can be correlated to varied lifestyles.

Nokia creates perceived values for its customers as these days amidst intense competition products are not being sold solely depending on the functional values.

Judgment - Nokia provides latest technologies and its phones have a lot of features to attract any tech savvy youth. A country like India has strong family values. So when a person with strong intellectual ideals desires for a gadget, Nokia with latest multimedia features fulfils the desire. Moreover Nokia is also considered to be a status symbol and impart a sense of success. Apart from all these, Nokia had been in the market for more than a decade and they have grown considerably from zeros to a market leader and created a solid brand image in the eyes of its stakeholders. So they have a superior brand image.

Feelings – Personal Factors- About 70% of the current mobile users in India are youths. So they generally prefer devices with the latest features and according to their lifestyles. Nokia provides a cell phone which can fulfil all their needs and aspirations. The multimedia features of Nokia can be used in several creative ways. The stylish users also go for Nokia as it is a status symbol. Psychological Factors – Nokia creates a motivation among customers through its advertisements, communication, etc. I have asked 7-8 people about how they perceive the

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brand to be? In all cases I got ‘extremely satisfied’ feedback from them. This shows that the perception has a good encouraging effect in the consumer’s buying activities. Also from the survey, it is clear that though there a few people who are using brands other than Nokia, still according to them Nokia is the best brand they know. (See appendix below)

Resonance – Nokia provides discounts during the different festival seasons. This is a way of capturing more and more customers and spreading the Nokia brand. During many other special occasions like marriage, birthday, etc Nokia mobiles are gifted. Apart from fulfilling the basic needs of phone usage, Nokia also provides with other services like it can serve as a high resolution cameras, music players, navigational aids (using GPS), data transfer, etc. This benefits the customers. Nokia users are hard-core brand-loyal and it is difficult to change their mindset and force them to use another mobile from a different company. There has never been a negative attitude towards Nokia and it has been appreciated by all the sectors of mobile users. With a positive attitude Nokia did excel in its service creating values for its customers.

Factors responsible for dipping of market-share of Nokia in 2010

Of late Nokia however has been losing its market share and this is happening in a country like India-an emerging market where Nokia always has a strong hold. Some of the latest reports of 2010 show the following in comparison to 2008-2009.

Nokia market share dipped from 64% in ‘08-09 to 52.2% in ‘09-10. Samsung gained the market share – 10% to 17.4% in ‘09-10. LG’s market share increased marginally from 4.5% to 5.9%. Losers include Sony Ericsson (market share fell from 6% to 3%), Motorola (3.5% to 1%) Micromax has been one of the major winners, from nothing to 4.1% [driven by huge

advertising during IPL]. Karbonn’s market share too increased to 3%.

According to a report in DNA, “The Indian brands making the mark include Micromax, Spice, Karbonn, Lava, Lemon and Max. These locally branded handsets are, however, sourced from manufacturers in China or Taiwan, the study said. According to the survey, low prices for perceived high-end features are the main reason why the Indian brands are selling much more than before. Industry estimates suggest that around 108 million mobile phones were sold in the country in 2009-10, resulting in sales of Rs 27,000 crore as against Rs 25,910 crore during the previous year. As for Nokia, its revenue from India handset sales was pegged at Rs 14,100 crore in 2009-10, down from Rs 16,567 crore in the previous fiscal, the study says.”(Mookerji, 2010)

According to Interbrand statement, “For years, Nokia has been perceived as a company that is committed to enhancing of communications by offering affordable, accessible, functional and creative mobile phone devices and applications. However, while Nokia certainly maintains leadership in global market share of handsets, the brand has fallen behind where the most profitable sectors of the market have developed – most notably, smartphones. The brand was late in coming to market with a compelling product and it is in this new category that growth, relevance and emotional connection with the brand is built. Nokia was also caught unprepared for the follow-on explosion of apps and the OS they run on, making it difficult for the brand to build an effective ecosystem for its products. With these challenges and the weakening of the

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role of hardware over carriers, Nokia is seeing clear challenges ahead that may be hard to overcome in the short-term.”

Recommendations

The Brand Audit of Nokia clearly shows that it is a very strong brand and the perception of customers towards the brand is such that it could draw a huge amount of brand equity. However Nokia can grasp some better opportunities which could help it to emerge stronger in this competitive environment.

Focus should be more on growing the brand and then Nokia could also be able to influence that brand in short-term handset sales as well as in future long-term dealings thereby strengthening its value-chain further.

Advertisements and brand promotions should be carried on with the concept of Nano Technology (latest Morph concept) as Nokia would like to be perceived as an ‘innovative’ company.

Focus on using some latest OS (Android) and changing the existing OS (Symbian). From the survey in the appendix below, it can be clearly inferred that out of 23

respondents, about 16 of them says that Nokia is their favourite brand, though out of them some of them are using other brands. So sooner or later, these people would change their phones and would tend to buy a Nokia phone as somewhere in their heart they are emotionally connected with Nokia. So more focus should be given by Nokia to conduct more and more of these customer surveys to find out why they are using other brands now and what extra they expect when they would switch over to Nokia in future?

Further from the survey it shows that out of the 23 respondents, 14 of them are female who have showed an intense liking for Nokia and some of them are ‘extremely satisfied’ by using Nokia as their cell phones. This clearly is an indication that Nokia also has a deep appeal to the feminine segment. So the company should seriously have some plans of launching a few models which are specifically targeted towards the feminine segment. It might have some features like attractive panels and colours like pink, purple, etc to draw attention of the females.

Nokia should resist commoditization if it has to maintain its profitability. Rather more and more focus should be given on building up the brand and making stronger brand elements.

Recently Samsung had made joint venture with Georgio Armani to co-brand their product. Similarly Nokia should try to co-brand with a good brand like Gucci, etc.

Nokia should use some better speakers. The speakers are much inferior as compared to Sony Ericsson and this is one point Nokia is losing to Ericsson considerably.

Nokia had already bought in to concept the Morph Nano Technology in 2008. I think Nokia should seriously try to bring this concept to a product and if it’s a reality, it would be a breath-taking achievement on part of the company.

Nokia should also focus on the smartphone categories and bring about some more innovative products in this category which has the highest growth as trends show.

It should also try to focus on the growing mobile markets in the different growing cities where the local companies are selling handsets with all the features at a very low price. There must be some similar innovative products at comparatively lower cost in those markets which can help capturing a considerable market share by eating away the other brands.

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Conclusion:-

The brand audit conclusively proves that Nokia has strong brand equity. Consumers are quite aware about Nokia and so Nokia has relatively high brand awareness. Customers can recall the brand strongly and there is proper recognition which customers can retrieve at ease. The survey also suggests that though there are users who use other cell phones, still they have a craving for Nokia and most users can identify the different beneficial attributes of Nokia. Thus Nokia should clearly be focused on its innovation and branding to maintain its leadership image in this highly competitive mobile phone market.

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What mobile are you using?

What is your favourite mobile brand?

What is your model number?

How much are you

willing to pay for your mobile phone?

Where do you often see mobile ad?

How is your experience with your favourite brand? Name

Samsung Nokia Samsung star 10000-20000 TVSomewhat Satisfied Megha Gupta

Nokia Nokia n97 mini 10000-20000 MagazinesExtremely Satisfied Richa Nayar

Nokia Nokia e-52 10000-20000 TV SatisfiedShubhangi Jain

Nokia Nokia NOKIA 2700 2000-10000 TVExtremely Satisfied Monika Rout

Nokia Nokia 6330 2000-10000 Internet SatisfiedDeepak Wasake

Blackberry Others blackberry bold 2 20000-40000 TV

Extremely Satisfied Razeyeh Jalali

Sony Ericsson Nokia Xperia x10 mini

20000-40000, Any amount

Newspapers Satisfied

Palak Agarwal

Nokia OthersNokia 5800 Xpress Music 10000-20000 Internet

Extremely Satisfied

Aradhya Gupta

Nokia Nokia N73 10000-20000 TVExtremely Satisfied Vanil Shah

blackberry Othersblackberry bold 9000 20000-40000

Newspapers Satisfied

Vidushi Chaudhry

Nokia Nokia N-73 10000-20000Newspapers

Extremely Satisfied

ASHISH AGARWAL

Nokia Nokia N-93 2000-10000 TV Satisfied Nikita SharmaSony Ericsson

Sony Ericsson W810i Any amount Magazines

Extremely Satisfied Francis Minz

HTCSony Ericsson Wildfire 10000-20000 Internet Satisfied Ankit Goyal

Nokia Nokia Nokia 2626 Any amountNewspapers

Extremely Satisfied

Haragouri Dash

Nokia Nokia NOKIA C-6 10000-20000 TV SatisfiedRUCHIKA AGRAWAL

Nokia Nokia Nokia n-86 10000-20000 TVSomewhat Satisfied

Chandni Khanna

Blackberry Nokia Blackberry 8520 10000-20000 Internet Satisfied Ridhima Sethi

blackberry Nokia blackberry bold 2 10000-20000 Internet SatisfiedYashana Dandona

Nokia Nokia Nokia -5330 10000-20000 TVSomewhat Satisfied Richa Arora

Samsung NokiaSamsung Corby plus 10000-20000 Internet Satisfied Sudipto Basu

Nokia Nokia 6500 10000-20000 InternetSomewhat Satisfied Sitanshu

Nokia Nokia Nokia 7230 10000-20000 TV Satisfied ShaifiAppendix: - Survey Report

(https://spreadsheets.google.com/viewform?formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ)

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References and Bibliography

1) Joshi, A., In The Top Spot[pdf][Available at: www.ibef.org/download/inthe topspot .pdf ][Accessed on: 05th October, 2010]

2) Litchfield, S. , 2010, Canalys Q2 stats show Nokia’s Symbian world smartphpone market share at 38% [online][Available at: http://www.allaboutsymbian.com/news/item/11899_Canalys_Q2_stats_show_Nokias_S.php][Accessed on: 07th October, 2010]

3) Malykhina, E., 2008, Nokia Uses Nano Tech For 'Morph' Concept Cell Phone [Online]

[Available at: http://www.informationweek.com/news/mobility/business/showArticle.jhtml?articleID=206801722]

[Accessed on: 29th September, 2010]

4) Mitra,M. & Pande,B.,2009, How Nokia became India's largest MNC [online]The Economic Times, Corporate Dossier, 5th June, 2009[Available at: http://economictimes.indiatimes.com/Features/Corporate-Dossier/How-Nokia-became-Indias-largest-MNC/articleshow/4619036.cms][Accessed on: 04th October, 2010]

5) Mookerji,N.,2010, Desi mobile brands clamber up fast[Online]DNA, New Delhi, Wednesday, Jun 23, 2010, 2:00 IST [Available at: http://www.dnaindia.com/money/report_desi-mobile-brands-clamber-up-fast_1399981][Accessed on: 10th October, 2010]

6) Nokia Naming Conventions,2nd March, 2010-10[Available at: http://conversations.nokia.com/2010/03/02/nokia-naming-conventions/][Accessed on: 04th October, 2010]

7) Varaprasadreddy, J. & Ramesh, A., 2006, Role of Advertising in Creating Brand Personality[online][Available at: http://www.indianmba.com/Faculty_Column/FC306/fc306.html][Accessed on: 07th October, 2010]

8) http://investors.nokia.com/phoenix.zhtml?c=107224&p=irol-productPortfolio 9) http://nokiaexperts.com/nokia-smartphone-classes-nseries-eseries-xseries-cseries/ 10) https://spreadsheets.google.com/viewform?

formkey=dDV1d3d0eXJtY19Tak80T2VKb0J1N1E6MQ