Magazine article Marketing

Marketing Society Awards for Excellence: International Brand Development

Magazine article Marketing

Marketing Society Awards for Excellence: International Brand Development

Article excerpt

WINNER

Launched in 2000 as the luxury mobile phone division of Nokia, Vertu was designed to create a premium category, with mobile phones priced from pounds 2000 to pounds 200,000. Yet by 2004, the company was in poor shape, missing sales targets and in desperate need of a cost-effective turnaround.

Vertu had no brand recognition to build on, and no blueprint for the category. Already in 25 countries, it needed action fast.

A new global marketing director was appointed, with the challenge comprising customer identification and global brand expression.

The firm carried out research into customer types, identifying attitudes toward luxury and status, on which Vertu could build its brand. This led the company to create a single brand platform and communication style that would work across the world, paying particular attention to the brand's focus on craft. For example, every key on Vertu's handsets has ruby bearings, a fact that was promoted to help illustrate the level of luxury.

Retail sales were underperforming, as the brand did not stand out in watch and jewellery outlets. Even its flagship stores in Paris and Singapore caused problems; designed as art galleries, potential buyers deemed them so distant that they felt intimidated. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.