The Finland-based manufacturer of themobile phones made its brand number one in many countries. The secret of Nokias' success is not only the competition-driven positioning strategy, but it is its personality. Nokia took its own position in the market as a 'human' making life easier and happier.
The concept of humanity runs through all the corporate image of Nokia- "We call this human technology". The company treats the display of its mobile as the 'face'; the designers think it is the 'eye into the soul of the product'. The branding of the product personality is similar to the Personal Branding strategy. Let us see it closer.
Madonna and Oprah Winfrey are leader in their sphere. Why? Talent. You are right. However, these women have understood it was not enough. To keep their positions they have built up their personal brands. For instance, they adhere to the behavioral code which is associated with a positive universally recognized value of goodwill.
The branding strategy of Nokia truly follows some laws of the personal branding. Thus, what kind of a moral code Nokia is associated with? Friendship-it is the heart of the brand. It is positioned on the market as a trusted friend. You feel, it is nice for you, when its soft key touch pads are easily pressed. It is a mediator between YOU and YOUR other FRIENDS- it is connecting people.
The 'product' should be perceived as a leader in the sphere of its influence- runs one of the laws of the Personal Branding. Nokia is certainly a more successful than the brands of the mobile phones by Samsung, Philips, Siemens or Panasonic. In 1999 it has unseated its main competitor Motorola.
The Nokia branding strategy echoes to the main law of the Personality- you have to be good, however, you have not to be perfect. The Nokia's advertising is not offending anyone, nevertheless, it emphasizes its specialty-"Only Nokia Human technology enables you to get more out of the life". Modest, confident and with dignity, isn't it?
Analyzing Nokia's unique strengths, it is necessary to signify the effective naming of the products. There is not any sub-brands in the general corporate brand. Nokia is Nokia- there is even no need to place any numeric descriptors on the product. Nokia itself implies quality and reliability. The owners of the Nokia mobiles at the sight of familiar shape of the phone in the hand of an unknown person take him or her at once as 'our people', as a member of the big Nokia family. The treatment is the same, no matter how modern the model of the phone is. Thus, Nokia is of high emotional ground as, for instance, Madonna or any other popular idol.
Moreover, Nokia is considered as an extension of the person. It may easily suit to the person's mood and lifestyle by changing the faceplates of different colors. In addition, the company, manufacturing Nokia, is one of the few, which does not strictly follow the common color range of black and silver.
Nowadays, in the crowded mobile marketplace Nokia fights with Motorola and Ericsson. As other Personalities, it is still presenting itself quite effective, characterized by the human-touched branding strategy.