Nokia sets itself brand targets
Nokia, the Finnish and world's largest manufacturer of cell phones, wants to challenge Coca-Cola as the world's most valuable brand and focus more on the brand and design.
Nokia, the Finnish and world's largest manufacturer of cell phones, wants to challenge Coca-Cola as the world's most valuable brand. According to Olli-Pekka Kallasvuo, the new CEO from June 1, 2006, the company aims to become the "most popular and most admired brand in the world". According to the index of the consulting firm Interbrand, Nokia is already the most valuable brand in Europe; in the global ranking, Nokia is in sixth place - behind Coca-Cola, Microsoft, IBM, General Electric and Intel. Kallasvuo wants to achieve this goal by pushing ahead with marketing. The focus is primarily on the brand and the design, but without necessarily increasing marketing expenditure. Nokia invested almost 690 million euros in marketing and sales in 2005.
