Chapter 4

Brand Elements
Q1. What are the brand elements of Nokia?
Q2. How Nokia assesses the ability of these brand elements in contributing towards
Q3.
Q4.
Q5.
Q6.
Q7.

brand equity?
What are your favorite brand characters?
How are the effects of changing brand elements relate to CBBE model?
What are the tag lines and slogans of the company?\
After how what period they changes their tag lines/ Slogan
Have these taglines and slogan been the contributory elements in leading
towards a higher brand equity?

Chapter 5
Designing Marketing Programs to Build Brand Equity
Q8. How Nokia does it relationship marketing?
Q9. Which of the following is the tactic Nokia is best at?
a. Relationship Marketing
b. Permission Marketing
c. Experiential Marketing
d. One to One Marketing
Q10.
Why?
Q11.
Which are the products whose benefits you think you are not capitalizing
on that?
Q12.
What is your perceived and actual pricing strategy?
Q13.
In which category of Mobile phones, you think Nokia is Successful?
Q14.
What are the four P strategy of Nokia?
a. Product Strategy
b. Pricing Strategy
c. Placement Strategy (Channel)
d. Promotion Strategy

Chapter 6
Integrating Marketing Communication
Q15.

How Nokia designs its marketing Communication Strategy

Q16.

What

are

the

challenges

Nokia

faces

in

designing

Marketing

Communication Strategy
Q17.
What is the role of 3600 marketing in your communication strategy?
Q18.
Which types of Advertising you do? And Why?
Q19.
Which types of PR tactics do you use and why?
Q20.
Which types of Promotional tools do you use and when and why?
Q21.
Which types of Sponsorships you give and why?
Q22.
When and why do you personal sell?

Chapter 7
Leveraging Secondary Brand Association
Q23.
Q24.

Q25.

a.
b.
c.
d.
e.
f.
g.

Do Nokia uses secondary brand Association as a leveraging factor?

Which type of Leveraging do nokia do?
Co-Branding
Channel Distribution
Alliance
Licensing
Celebrity Endorsement
Events like sport or cultural etc
Third Party Sources like awards, ISO etc
Why and How?

Chapter 8
Brand Value Chain
Q26.
How do you develop brand value chain?
Q27.
What are the Value stages for your company?
Q28.
What are multipliers to these value stages?
Q29.
Do you conduct brand tracking studies?
Q30.
Do you conduct it by your own or have you outsourced it?
Q31.
When do you conduct brand tracking studies?
Q32.
What do you judge by conducting these studies?
Q33.
Do you publish any brand equity report?
Q34.
Can we have a sample of that?
Q35.
How frequent do you publish this report?
Q36.
Do all of your stockholders have access to these reports?
Q37. How do these studies impact on your day to day business decisions?