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23 Nokia brand dimensions In this essay I will go deeper in Nokias branding strategy by looking through its four brand dimensions brand personality brand positioning product strategy and brand promoting through advertising 231 Brand personality An important key that Nokia uses to build its brand strength is developing a unique brand personality Lets make a comparison between Nokia and its strongest competitor Motorola As Tam Harbert of Electronic Business magazine has put it If Nokia Corp were a person it would be young sexy sophisticated hip and generally with it Ask analysts to personify Telefon AB LM Ericsson-even its name is stiff--and youd get an austere conservative middle-aged Swedish engineer So generally what does Nokia stand for Nokia has detailed many personality characteristics for its brand but employees do not have to remember every characteristic They do however have to remember the overall impression of the list of attributes as one would when thinking about someone one has met As the strategic focus is on customer relationships the Nokia personality is like a trusted friend Building friendship and trust is at the heart of the Nokia brand The Nokia brand personality is -Characterized by trust dependability understanding and caring - A friend is there for you treats you with respect is comfortable is someone you like and is an enjoyable person with whom to spend time A case in point - Nokia 5110 the first mobile phone that utilizes Graphical User Interface shows an easily understandable icon next to words that describe it quickly won user acceptance in a short while people went crazy about it and marvel at the user friendliness it has It is also the first mobile phone that includes a simple yet mesmerizing game --Snake This adds up to the frenzy other than that changeable faceplates express-on covers quickly became a trendsetter which allows users to change the looks of their phones This is a
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