Magazine article Marketing

50 Years of Fame: Brandfame - Nokia

Magazine article Marketing

50 Years of Fame: Brandfame - Nokia

Article excerpt

Nokia, now Scandinavia's biggest company and the world's leading mobile phone manufacturer, has come a long way from its humble roots as a wood pulp mill.

The company, which is named after the Finnish town in which it was founded in 1865, is no stranger to TV advertising, having relied on the medium to establish itself across the world.

While it is not regarded as a classic TV advertiser, the company has successfully used the medium to spread its consistent brand message of 'Connecting people'.

Nokia's TV ads have emphasised both the functional and lifestyle benefits of its phones. Ads for the Communicator model demonstrated how a phone could be transformed into an email or word-processing device, while executions for the Fashion range highlight its pure stylishness of design.

From its first ad on ITV in the early 90s and into the new millennium, it used the same creatives across a number of European countries, including the UK. Only recently has it moved away from this strategy with more of a local focus supported by local product launches.

In addition to advertising on ITV in the UK, Nokia has used the network for broadcast sponsorship such as its multimillion-pound deal to sponsor The X-Factor. …

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