Nokia still enjoys top brand recall in India
The Mouseworldnow Online IT and Mobile Brand Survey 2012 has come out. The Mouseworld Online IT and Mobile Brand Survey 2012 covered a 10, 000-strong online respondents across 35 cities and small towns in the country. Brand Nokia has come out as a clear winner.
The Mouseworldnow Online IT and Mobile Brand Survey 2012 reveals that Nokia has been voted as Mouseworldnow Most Trusted Brand in 2012. The findings seem to be stunning. Isn’t it? The elusive attributes of brand trust also seem to be somewhat unclear. But the most loudest voice of human logic is that a winner is a winner is a winner.
Nokia was the clear market leader in the handset segment but recently the brand was battered by stifling competition from Apple’s iPhone in the high-end segment; from Samsung in the feature-rich segment; and from home-grown players like Micromax when it comes to innovation at an affordable price. So what’s that still drives brand Nokia? What’s that in Nokia that refutes to die down in the Consumer’s mind when it comes to brand connect?
Let’s see for ourselves why Nokia is still India’s Most Trusted Company in the IT and Mobile Segment.
It was just last year distracters and critics alike had started singing a low- note dirge for the brand. Nokia’s dream run at the top of the charts seemed to be over. After being voted India’s Most Trusted Brand three years in a row till 2010, the Finnish giant slipped somewhat in the estimate of the Indian consumers in 2011, who have been fanatically loyal to the brand so far.
To be bracketed in the Top 5 is still something that most brands would love to be in, in case of Nokia it was one of the sharpest declines from the top. There were indications that all was not well.
Voice and Data reports indicated that Nokia’s share in the Indian market had fallen from 64% in 2008-2009 to 52.2% in 2009-2010. For quite some time, Nokia did not make a single offering in dual-SIM phones. Thus, Nokia’s decline was the sharpest in the lower SECs.
A Nokia spokesperson stated, “Clearly our lack of a dual SIM phone has impacted us with the lower SECs. And now that we have the range, we will see the trust coming back. We have always taken great pride in the consumer trust in Nokia and will rebuild and restart the journey.”
To make it further difficult, the cult of innovation was taken over by homegrown brands like Micromax, Spice and Karbonn and global rivals like Samsung.
New players started gaining confidence through multiple devices at cheaper price points and quality phones and high levels of service which separated them from unbranded ‘China’ devices.
However, despite the new brandstorm, Nokia continued to be the favourite brand with the topmost SEC and the chief wage earners which indicates that its high-end models have not suffered as they were thought to be. But since its Symbian devices fail to meet the experiential benchmarks set by iPhone and Android-powered devices, the brand started losing ground.
Nokia did a Phoenix and managed to triple the high-end smartphone segment with the launch of the Nokia N8 in India.
According to Nokia spokesperson, “Symbian is still the leading platform across many markets in the world including India. In the smartphone segment in India, as per Canalys, Nokia continues to be a clear leader with a share of over 62.67% in FY 2010-11.”
As Blackberry chases the business users, Samsung offers feature-rich innovative phones and the iPhone continues to be the coolest gadget on the block, it looks like very little room is left to manoeuvres. Not for Nokia – the brand that has been the steersman when it comes to innovation.
Enen though it was a case of a brand caught in the middle. Not to forget that Nokia created the category and reigned supreme for quite some time. Earlier, they had a TV commercial with a mother looking at photos of her son and asking the son to call her. This brought alive Nokia’s promise of ‘connecting people’ in a human way and help the brand raise the product to an emotional plane. It had been a classic case of superb brand building effort.
As a marked case of brand resilience, Nokia has made inroads into the app space in India. Ovi music may have been withdrawn from several markets globally due to competition from iTunes, but the India story is different.
According to Nokia, over 17 million people in India have experienced Life Tools since its launch in 2009. “Ovi Store is the No1 app store in the country,” claims Nokia, “with over 8 million downloads a week, and the Nokia Music Store is India’s largest online music seller with a catalogue of over 6 million songs; India is among the Top 3 countries in terms of music downloads with approximately 2 million downloads a month.”
Despite Nokia’s perceived weaknesses, the brand continues to receive the highest brand recall in the Indian consumers’ mind. The elusive attributes of brand trust is somewhat unclear. But it’s crystal clear that it’s a much-needed Déjà vu for a brand facing the stiffest competition in its history at this moment.
© Mouseworld Now News Service