The Nokia brand has been immensely successful in the UK, a success that may skyrocket this January with the release of the Nokia Booklet 3G. This netbook comes with a heavy price tag, at around £649, but a wide range of the latest features is sure to make it the next big thing. This new product is sure to cement the company as one of the top mobile phone carriers in the nation.
Already available in the United States, the Nokia Booklet is a sleek device offering an Intel processor and a relatively large LCD display as well as Bluetooth and a built in 3G modem. There has never been a better time to release this item into the UK market, as Nokia’s brand is certainly ascending.
One reason that Nokia is such a huge player in the mobile market is its constant release of new products. In a market where there is always an in-demand toy with all of the new features, constant innovation is not just part of the brand, but part of the overall recipe for success. Nokia has also been an industry leader in advocating for mobile web pages that can be easily and quickly downloaded on 3G networks, adding value to their own products by giving customers access to more information.
Another part of Nokia’s success is the strength of their logo design. The company owns the font used in their telecom logo design, which means that even a text only logo design can be unique and recognizable. The blue of the wording is calming and seems to suggest that Nokia is offering an answer to modern problems rather than more aggravation. The tagline, ‘connecting people’, is often seen beneath the company name. This tagline is also an asset, as it gives the main benefit of this electronics and communications company in a mere two words and fits neatly below the logo design.
Nokia has taken careful steps to protect their brand, as seen by their ownership of their font. Although the company has acquired other brands, steps have been taken to keep them separate from the core Nokia brand. While this is not always practical, it ensured consistency in the corporate branding and a lack of confusion in an industry where buy-outs and brand transitions happen almost every day.
While other mobile phone manufacturers have almost constant ups and downs, Nokia has managed to stay stable and steady in the growth, in part because of a protectionist attitude toward their own brand equity. Nokia is beating out other, equally innovative companies for the right to sit in pockets and handbags all over the UK, and their strong brand is at least partly responsible. The company recently claimed that their handset sales in the UK has risen twenty percent in 2009 and are expected to grow another 25-35 percent in 2010. This is remarkable in a difficult market, showing the rest of us exactly what huge impact great brand can have in a company’s future.