Nokia Nseries – Building the Brand

Let’s go back few years from now when we first started to use cell phone. Can you recall the brand you were using for cell phone? Am sure for many of us it was undoubtedly Nokia. It has been found that people, who once opt for Nokia phones, continue to use it for years because of its reliability and durability. Nokia is considered to be the sixth brand in the world, according to the 2006 Interbrand survey.

It was one of the biggest challenges for a company as big as Nokia, to present its sub-brand in an effective manner as it could either strengthen the company or weaken it. After attaining a suitable position for its mother brand, Nokia released three series which are “Nseries”, “Eseries” and “Wseries”. It has been revealed that nearly 10 million Nokia Nseries and almost 2 million Nokia Eseries devices have been shipped during the first quarter of 2008. If that’s the latest figure then we can assume that almost 80 thousand Nseries devices were sold every day all over the world. Seems like Nseries is definitely in demand, isn’t it?

Let’s discover the secret behind the Nseries popularity and success. This includes the efforts that provide the right positioning to the brand and markets every phone in the series with constant innovation in features. Nokia Nseries phones was positioned as the device that offers multimedia experience for people who desire photography, video, music and enterprise productivity all in one device. Each series in the phone added something new to the features of the device.

Other than the promoting it through different media, Nseries was highly promoted through digital channels. This was the time when mobile sites and blogs became a turning point for the web. Every device of Nokia Nseries initiated a discussion among users, enabling it to gain more success. Other than this, Nokia Nseries phones were highly referred by the top bloggers where they interacted with the device and presented their pros and cons regarding each model on various top blogs and sites. It has been found out that almost 20% people buy what is recommended to them by top bloggers where as 80% do what their friends refer them.

Another step of building a successful brand is to let people experience the brand. Every customer interaction is a chance to enrich the brand. Nokia launched various viral campaigns such as dancing man, and the Nokia Nseries Studio where people submitted their own videos after getting inspiration from world-famous directors such as Gary Oldman. Further more, it launched an international community of music experts called the 'Music Recommenders' that surely helped people in experiencing with the brand’s key feature areas such as music.

To conclude this part of the sequel, we can rightly say that the marketing efforts by Nokia presented Nseries as a premier phone that offered multimedia experience for the users, making it a huge success all over the world. To grab some more insight into the technological details of Nseries, catch the next article of “Nokia Nseries – Brings a revolution in technology”