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    Brand Building of Nokia

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    PART 1: Primary Research and Text Application

    Find a consumer who is extremely loyal to a brand-name product. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands.

    Analyze the interview using the brand equity and brand positioning concepts from your text.

    PART 2: Secondary Research in the Databases

    Next, research the brand using its Web site and articles from the library's full-text databases to address how the brand does the following:

    -Identifies market segments and targets
    -Developed its brand equity over time
    -Positions itself in the market

    This section of the assignment requires the use of articles from the library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.

    Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper.

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    Solution Preview

    Brand Building of Nokia

    Part 1

    Interview to assess Loyalty for Brand
    Name: XYZ
    Address: ABC
    Phone Number: 1235986473,
    Mail id:

    Question 1: What brand do you prefer in cell phone, Nokia, Samsung and Blackberry?
    Answer: I preferred Nokia brand to purchase and use.

    Question 2: Are you loyal for Nokia's product, if, yes then why?
    Answer: Yes, I am loyal for Nokia's product due to many reasons. Firstly, it's well and easy features are the main attraction for me to be loyal towards this brand. Other reason is its long battery wakeup that also attracts me to purchase it. At the same time, quality of the product of Nokia is also high as compared to other handsets. In this, handset of Nokia can be used Ruff-&-Tuff for loge period of time that is being the reason to be loyal towards it.

    Additionally, brand positioning of Nokia is also attractive that is also being the reason towards its attraction. The firm is running its business in cell phone segment from many years that has created brand image of the firm in the competitive marketplace that helps the firm to gain competitive advantage over its competitors that also fascinate me to be loyal towards this product and firm. Affordable price of the products of Nokia is also positive point. According to the customer's status and income level, various models are offered by Nokia that also attracts to the customers towards it.

    Question 3: What do you think about Samsung and Blackberry?
    Answer: Although, I am loyal for Nokia, yet, Samsung and Blackberry are also good brands, but some negative features are also available that distracts me to purchase these brand. Blackberry is high-tech phone that has advanced features that is not easy to handle successfully. Issue of e-mail outrage of Blackberry is also a problem, due to which I don't prefer this mobile phone. Additionally, price of the products of Blackberry is also high that is another reason of not using this brand. Along with this, low quality of the features of Samsung's mobile is included under the reasons that distract me to be loyal ...

    Solution Summary

    The solution discusses brand building of Nokia.