Nokia Brand Audit Essay Example

spent on building value on 'Monika' and established itself as a leading player in the consumer wireless industry.

Launched the first enabled GSM handsets in the market. Monika equipment were used to make the world's first GSM call. Launched the Monika 1011 as the first GSM phone, the Monika tune in 1 994, launched the famous Snake game in 1 997 and by 1 999 the Monika 7110 was the first WAP-enabled mobile phone. 3.2000-2010 This was the rise and fall era of Monika. The company was hoping to target a global market share of 40% with the rise of mobile telephony. Strains include competition with Sony Ericson, Motorola and Samsung. Increased sales where noted in developing countries e. G.India, China, Brazil and Indonesia but was not enough to increase profit.

By 2002, Monika released its first G phone, launched the first gaming phones (Monika N-Gage), sold it's billionth phone in Africa then launched the Vi which was an internet-based service. The biggest challenge began in January 2007 when Apple introduced the phone. The smartened revolution began and by the end of 201 0, Monika experienced an important shift. For the first time in its history, the largest concentration of employees was found outside of F-inland. India and China accounted for almost a quarter of the company's total revenue.

It released the NO which was to become avis flagship product and updated Simian SO. The product didn't take off and Koalas stepped down as CEO to be replaced by Stephen Elope a former Microsoft executive. 4. 2011 - 2013 Monika signed a strategic licensing agreement with Microsoft to use the Simian and Omega. Ionians share continue

to drop. The battle of the ecosystems startled.

Monika licensed its patents to Microsoft including the use of Alumina and Ashes. Adopted the Windows platform and positioned itself in the low-end smartened category. 5. 014 to the present Monika completes the sale to Microsoft in April of this year. Microsoft released the Alumina 535 without the Monika logos. Monika launched its flagship product, the IN tablet set for release in February 2015.

According to Interbrain 1 5th Annual Best Brand Report, Monika drops to 98th place. 6 It experienced the largest decline in value among the Top 100 Brands (-44%) from the 57th place in 2013. Microsoft on the other hand jumped 3% and is currently in 5th place. In the Philippines, Monika is still the Most Trusted Brand in Mobile Phones together with Samsung.

It's new CEO Eraser Sure replaced Stephen Elope who moved back to Microsoft.

Product-Related Attributes

Monika is still known for its sturdiness and simplicity. Given its current position he following attributes still hold true.

1. Innovative

2. Pioneer

3. Simplicity

4. Evolving Resilient

5. Brand Portfolios *lifted from company website (company. Monika. En)

1. Monika Networks Monika Networks is the world's specialist In mobile broadband. From the first ever call on GSM, to the first call on LET, we operate at the forefront of each generation of mobile technology.

Our global experts invent the new capabilities our customers need in their neurons. We provide the world's most efficient mobile networks, the intelligence to maximize the value of those networks, and the services to make it all work seamlessly. We have an extensive installed base of customers, including many of the world's largest mobile operators such as Birth Retailer, China Mobile, Deutsche

Telecoms, ANT Dotcom, Softbank, Sprint, TelexInca, Verizon and Avoidance. Together our customers serve over 4 billion subscribers. Monika Networks was formerly known as NUNS.

2. Here is a global leader in the mapping and location intelligence business. Rooted in almost three decades of experience in cartography, our vision is simple: offer the world's best maps and location experiences across multiple screens and operating systems. We want to help people navigate their lives with ease and confidence every day and everywhere. We believe that giving people a better and deeper sense of location will be essential to live a modern urbanize life. Our maps can be found in four out of five cars in North America and Europe with integrated in-dash navigation.

In 201 3, more than 10 million new cars were sold With our maps on board. We also power mobile devices, connected devices and enterprise solutions. We offer maps for 1 96 countries, voice guided navigation in 97 countries in more than 50 languages and live traffic information for 41 countries. Monika Technologies Monika Technologies pursues new business opportunities built on Monika innovations and the Monika brand. We develop and license cutting-edge innovations that are powering the next revolution in computing and mobility, starting with the new Monika IN .

At the heart of Monika Technologies is a world- class research and development team. Our scientists, engineers, and licensing experts draw on deep expertise in everything from imaging and sensing, wireless connectivity and power management, to advanced materials and beyond. We are developing and investing in our industry-leading innovation oratorio, including the expansion of our successful IP licensing program. We enable other companies and organizations

to benefit from our breakthrough innovations, and explore new technologies for use in consumer-branded products and services.

At the time of this writing, Monika finalized its sale of its mobile phones division to Microsoft.

Thus, the writers did not include it as part of the company's brand portfolio. Ill. Brand Hierarchy Currently, Ionians Brand Hierarchy is pretty much represented by its current Brand Portfolio having divested itself of the mobile phones division. However, under Monika Technologies, its flagship product is the IN tablet set to be out early 2015.

And the Z Launcher an app for the Android.

Strategic Brand Alliances

The most significant Brand Alliance was with Microsoft which started in early 2013.

Monika launched its high-end line using Microsoft's Windows in most of its Alumina and Ash products. While Monika was transitioning its mobile division unit to Microsoft, they came out with the Alumina 520 as the lowest Windows Phone as of August 2014, "Monika intends to top the low end smartened market and push a strategy of "brinkmanship". This is a the situation where you push dangerous events to the verge of disaster in the hopes that your opponents will have to make concessions and/or back down.

In this case, Monika is in a position to own the low-end smartened market because companies like ETC, Blackberry, and Apple won't be able to make appealing devices at low prices".

Brand's Current Positioning

By late 2013, Monika produced the last of its mobile units. By 2014, it finalized the sale of its license to Microsoft.

Currently, the Alumina 530 is the latest of the low-end smartened market running Windows 8. 1 3 Before the end of this November 2014,

it will launch the Alumina 535 which is Microsoft first branded smartened without the Monika logo. Monika still intends to dominate the low-end tablet category and position themselves there when they launch the IN tablet in 2015. Until such time, its marketing mix using the 4 Up's will be difficult to judge. They still plan on launching the device in China where they hope to catch a large market share.

How much brand resonance does your brand have? Based on the most recent survey by Readers Digest, Monika still is the most trusted brand in the Philippines. This holds true to other developing countries e. G. India. Monika has created a niche as one of the most reliable low-end mobile phones/smartness that inspire of the sale to Microsoft, it still has a loyal following.