THE SIAMESE TWIN: INTERNAL AND EXTERNAL BRANDING.
Getting it right with your brand is a function of how well you get it with internal and external branding.
For any brand to stand out, these two must be in place. Irrespective of the size, nature, and location of your business, the effect of branding will always set you apart.
Small and local businesses may think that they do not need branding but in a training session we had, we demonstrated how small businesses can leverage branding. Using a Bole vendor in Port Harcourt, we opened the minds of the trainees to help them see the connection between internal and external branding.
We highlighted some things to do as follows:
EXTERNAL BRANDING
– A yellow basin for the roasting
– A yellow table as the stand
– A yellow bench or stool
– A yellow parasol (beach umbrella)
– A yellow apron and cap
– Yellow nylon bags
– Takeaway plates with yellow covers only
– Etc
Everyone agreed that these will make the vendor stand out and get known as ‘Yellow Bole’. That is even an awesome brand name đź‘Ś
However, there were other things we all agreed on as well…
INTERNAL BRANDING
– The bole must be tasty and delicious.
– The vendor must be hygienic.
– The vendor must be courteous. with good service delivery.
– The vendor must have the right assistants at hand.
– The vendor must ensure food is ready at the right hours.
– The surrounding environment must be sparkling neat at all times.
– Etc
This exercise was just to buttress the point that branding is both internal and external.
How well are you leveraging the power of branding for your business?
Mapemond can change the game for you. Call or chat with us at 0816 560 8119 or just click CHAT
You can find some resources for both business and personal brands at https://mapemond.com/academy/
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- Published in Branding
A REVIEW ON MOST DOMINANT BRANDS IN AFRICA.
We read a post on Facebook that got our attention. It was written by the Co-Founder of Gidi Cakes, Daniel Adeniyi.
It is about Africa’s Top 100 Brands for 2020. The study done by Brand Africa showed that majority of the dominant brands in Africa are not local brands. In fact, in 27 countries that were surveyed, only 3 as shown below had a local brand in their number one spot:
1. Zimbabwe (Econet)
2. Zambia (Trade Kings)
3. Tanzania (Azam)
The leading brands in Nigeria are not Nigerian. Like the Gidi Cakes Co-Founder rightly submitted, most Nigerian businesses are not brand conscious. The study also showed that the leading media brands in Africa are not local – BBC, CNN, and Al Jazeera. Only seven local media brands made the list of the 25 most dominant media brands in Africa.
Out of the 100 most dominant brands in Africa,
#1 to #6 are foreign brands.
#7 is the South African owned MTN.
#8 to #14 are foreign brands.
#15 is Nigerian owned Dangote (I did an unofficial corporate internship with them)
#16 to #27 are foreign brands.
#28 is Nigerian owned Globacom
#29 to #35 are foreign brands
#36 is South African owned DSTV
#37 to #45 are foreign brands
#46 is Nigerian owned Nasco (Mapemond shall be visiting them for a research project)
#47 to #49 are foreign brands
#50 is South African owned Shoprite
So 44 foreign brands and 6 African brands in the top 50 of the list. You may think that more African brands will feature in the second half of the list, but that is not the case. The second list of 50 also features 44 foreign brands and 6 African brands – Star, Tiger, Jumia (some persons argue that it is not African), Tusker, Clover, and Maltina. In conclusion, 88 foreign brands and 12 local brands in total!
You can see the list here: VIEW THE REPORT
Let’s bring it closer home. A related study of the top 25 African brands showed only 4 Nigerian brands – Dangote, Glo, Jumia, and Star.
These stats don’t surprise us one bit because in our branding and marketing work, we have loads of insights and experiences that support this survey even though there could be a variance.
There is the assertion that “Africans don’t like local”, but that is not exactly the case in our opinion. Branding is such a powerful aspect of business that is being underrated by most businesses both big and small. The businesses that take branding seriously will be at the top of the market regardless of where they originate from and as we can see, foreign brands don’t joke with branding at all.
For example, out of 100 restaurants in Nigeria, the ones that take branding in its true sense most seriously will emerge the most dominant.
If you are a fashion designer, baker, or whatever you are into, the more seriously you take branding (in its true sense beyond logo design down into strategy, culture, marketing communications, etc), the higher you will climb on the chart of leading businesses in your sector or industry. And you must not have billions to spend, it begins from being intentional and consistent.
If you would like to take a deep dive into the subject of branding, there are articles here for you: MAPEMOND BLOG
We are cooking a lot of webinars, Instagram live sessions, Facebook Room conversations, and more on the subject of branding. Leave a comment on this post if you would like to be notified when it is time.
Don’t downplay your business. At whatever level you are, consider your business as a brand and build it with that consciousness. It yields far more results than casual business and hustle.
THE HAIR COURT. A JOB WELL DONE!
From when the idea was conceived, we were engaged to work with the owner in birthing this lovely brand. Covid-19 and lockdown obstructed the process a great deal, but the baby is born now in the city of Port Harcourt.
The salon received over 40 new customers (excluding personal friends and relatives of the owner) within the first two weeks, our marketing and sales strategies worked!
Here is a quick rundown of our work with this brand:
1. Brand strategy development
2. Marketing strategy development and implementation
3. Recruitment of stylists, technicians, and front desk staff.
4. Training of all members of staff
5. Setup of social media pages
6. Management of social media pages
7. Running of targeted social media adverts
8. Creation of free e-book for promo
9. General business support and advisory
The clients are already falling in love with the brand, but the journey just began. Branding is one thing, brand management is another.
We loved the client’s open-mindedness, nothing is as important as giving your business the right foundation.
We don’t do mere branding, we ensure that branding coincides perfectly with business model and strategy.
It has been an exciting project and it is another job well done!
Let’s work on your brand and position it better for the market.
What makes a solid brand? Identity
Would you identify a Mercedes Benz car even without the logo on it?
Would you identify the voices of people you know personally even without seeing their faces?Â
Would you recognize the taste of your favorite food brand even with your eyes closed?Â
Where are we going with these questions?Â
It’s simple. Whether done intentionally or not, every business brand takes on an identity for itself. There’s a way customers perceive and interpret your brand the more they interact with it, you need to define your identity and project it the right way to the market.
What should you do?
a) Build your name. Beyond choosing an appealing and appropriate name for your brand, you need to build a healthy reputation for your brand. This is derived from the last point we looked at, sticking to your brand values.
b) Visual identity. Your brand is an unfolding story and one of the ways it tells the story to the market in a distinctive manner is through your logo, colors, icons, packaging concepts, and so on.Â
c) Your brand mark. Every solid brand has certain things that are unique to it often referred to as “the XYZ way”. You have to deliberately decide how you do things in business from your designs to marketing communications, website outlook, social media strategy, product development, and more.
The central idea of brand identity is what you want to be known for because, if your business does not have any defined perception that it is projecting, it will eventually become a case of anything goes regardless of the size. Solid brands don’t take their identity for granted.
We would love to work with you on your logo identity, marketing communications, social media, and full identity system. Reach us via wecare@mapemond.com
Building profitable and reputable BRANDS is what we love doing.
More lessons coming on what makes a solid brand.
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BRAND REVIEW: MOUKA FOAM OF COMFORT
When the day winds down and the body gets weak, every human craves for one thing, to return home to the comfort of their mattresses. For decades, Mouka Foam has been satisfying this need for soft, homely comfort. This makes it one of the most reliable and recognisable foam brands in Nigeria.
For its brand consistency, we became interested in Mouka to discover its unique features and the market strategies it has employed over the years. From our findings, Mouka Foam is not an ordinary brand and it is one worthy of emulation. Here is a bit of its history.
BRAND HISTORY
Mouka’s journey dates back to 1959 when it was founded by the Faiz Moukarim family and was located in Kano State, Nigeria. The company first started out as a factory named Moukarim Metalwood with the focus to manufacture furniture and iron beds. As the company progressed, they ventured into other products like mattress (which it is mostly recognised for), rug, duvet, pillow, etc. To stand out in its industry, the company came with a special recipe, a mind-blowing attention to quality.
In no time the company expanded to Lagos in 1972 with a rebranded name, Mouka Limited and a mission to broaden its horizon. From then on, the company has established production facilities in Benin and Kaduna, from where it distributes to other states in Nigeria.
With little or no competition, Mouka Limited rose to the top in its industry and earned reputation as a leader in the manufacturing of polyurethane-based products in Nigeria. The company has gained more market shares in Nigeria and the ECOWAS sub-region. The brand reaches its customers through its thousands of distributors and sub-distributors all over the country.
Exhibiting its leadership position, in 1992, Mouka Limited spearheaded the end of carbon-flouro-carbon (CFC) materials during production. Also in 1999, it became the first foam company to receive ISO 9001 certification (Laboratory) in Nigeria, thereby setting the pace for other brands.
Mouka Limited has not only built a brand but has carefully selected a team of dedicated individuals to manage the company. Its staff are committed to the brand’s values and vision.
BRAND VISION
“To be the clear leader in the polyurethane business in Nigeria.”
BRAND MISSION
“To add comfort to life.”
BRAND VALUES
The way an apple never falls far from its tree, is the same way the brand’s services never falls below its values. These values continue to drive it smoothly on the success path.
- Passion
- Integrity
- Innovation
- Performance
- Excellence
BRAND STRATEGY
From the onset, Mouka had established itself as a brand that produces high quality products. History has it that it was the first foam manufacturing company to offer quality warranty on its products. It has also been tested and proven by most of its customers. Through its standard of production, the company continues to gain more trust and recognition in the market.
Mouka Limited has chosen the innovative approach in executing its business. It utilises both recent technology and the will power of its team to ensure the brand’s mission is achieved and customers get the comfort they deserve.
The brand boasts of a rich network of distributors, sub-distributors and Sleep Galleries positioned in different parts of the country. Due to its efficient production facilities in strategic cities, the brand remains a solution provider and supplier in the foam industry.
Written by Jennifer Chioma Amadi
Do you aspire to build a sustainable brand? We are just an email away at wecare@mapemond.com
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BRAND REVIEW: THE RETURN OF BATA
There is a new rave in the Nigeria footwear industry, and Bata seems to be at the center of it all. For those who probably mistook Bata for either a Yoruba venture or an Igbo business, you might need to sit down for some shocking revelations and hopefully you will get a paradigm shift at the end of this article. Moreover, it is not new to the Nigeria market.
You might probably be amazed that the Canadian multinational footwear and fashion accessory manufacturer and retailer, Bata, has been in the Nigerian scene since 1932. Bata also pioneered projects that developed the Nigerian shoe industry.
BRAND HISTORY
On the shores of ZlĂn Czechoslovakia in August 24, 1894, Thomas Bata established the shoe factory that, within a decade, became a leading shoe manufacturing company in Europe. Bata Shoe Company’s dominance then and now is associated to their smart entrepreneurship, mechanization and competitive pricing.
Following the global economic slump that arose after World War 1 in 1914, the company experienced some challenges due to the instability – currency devaluation and massive unemployment – in the new country. Because of this, there was less purchase of products, which led to a cut back in production. Unshaken by this setback, Thomas Bata came up with a new strategy to tackle this economic crisis by drastically reducing the prices of all the shoes.
As expected consumers responded speedily to the price drop which increased demands for Bata shoes. This saw the closure of many rival shoe manufacturers, in 1923 and 1925, who could no longer meet up the demands that came with the crises. While this was happening, Bata gained more grounds and relevance.
With this successful outcome, the company purchased several hectares to build a factory town, known as “Bataville”. Within the location, the company had grouped tanneries, a brickyard, a chemical factory, a mechanical equipment plant and repair shop, workshops for the production of rubber, a paper pulp and cardboard factory, a fabric factory, a shoe-shine factory, a power plant and farming activities to carter for food and energy needs.
Despite the death of Thomas Bata, the founder, in 1932, the company waxed stronger, increased the quality of shoes and remained a leader in the shoe manufacturing industry. This growth did not end in Czechoslovakia, it also expanded and built factories in other countries – Poland, Latvia, Romania, Switzerland, France, etc.
In 1964, the Bata Company moved their headquarters to Toronto, Ontario, Canada. In 1965, it moved again into an ultra-modern building, the Bata International Centre. The building, located on Wynford Drive, in suburban North York, Ontario, Canada, was designed by architect John B. Parkin.
Nigeria was also in the plan. The company graced the Nigerian soil since 1932, became a major trader and manufacturer in 1964 popularly known as Bata Trading Company and subsequently in 1998 changed to Bata Nigeria PLC. The company spearheaded the development and modernization of shoe manufacturing in Nigeria and maintained tanneries for the processing of leather and allied products such as wet blue. It also instigated the model for local tanneries that were designed in line with the socio-cultural structure of many third world countries and ethnic groups across continents like Africa, Asia and the Middle East.
Unfortunately, due to unfavourable business policies, the company exited the Nigerian market in the 80s. These policies affected the company’s operations and made it less effective. Even after its exit, Bata Shoes Company had left an unbeatable legacy and a gap that no other shoe manufacturer could replace.
However, the company recently announced its comeback to the Nigerian market, with a one million naira launch for a factory complex in Abuja. The company’s Nigerian stakeholders are leading the project that is scheduled to start operations in June. They believe this would tackle problems related to shoe importation in Nigeria.
BRAND VISION
To grow as a dynamic, innovative and market driven domestic manufacturer and distributor, with footwear as our core business, while maintaining a commitment to the country, culture and environment in which we operate.
BRAND MISSION
To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core business.
BRAND IMPACT
Asides giving the shoe manufacturing industry in Nigeria a facelift, Bata looks forward to reducing the unemployment rate in the country by training and employing 128 youths from Nigeria. These set of qualified individuals will be responsible for managing the production in the factory. Based on the quality Bata has been known for, Nigerians can be assured that the brand will continue to deliver exceptional products and in turn give them value for their money.
We hope this article has enlightened you in some way. We would love to read your comments, if you do not mind sharing.
Written by Jennifer Chioma Amadi
Do you need help in structuring your business? We are an email away at wecare@mapemond.com
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BRAND REVIEW: FLAVOURS OF FAN MILK
At the sight of clustered school kids in the peak of an afternoon or at the close of school, there is high degree of certainty that an ice cream vendor on a bicycle is available making a good sale of different Fan Milk products. On the menu of many adults who are health conscious but still crave for sweetness, Fan Milk is usually their preferred yoghurt brand. Its variety of products are also listed as one of the most patronised in any dairy outlet.
Since its emergence in the dairy market, there is no doubt that Fan Milk has made tremendous impact in the lives of its consumers and the society. Most often than not, it is considered as one of the most influential brands in its industry which is an attestable fact largely. Interestingly, Fan Milk has gained a large customer base with little or no adverts and has remained a threat to other dairy manufacturers in Nigeria. Today, our review explores the brand delighting the taste buds of many across the country.
BRAND HISTORY
It would come as a shock to most consumers that their favourite dairy manufacturer, Fan Milk PLC, has been churning out its products since1963. Though founded by a Danish merchant and industrialist Erik Emborg, the business has always been Nigerian based with the first factory established in Ibadan and a distribution centre in Lagos. The company made its major sales through bicycle vendors who got their supplies from smaller depots. During its early days, the factory depended on imported milk powder to produce it fresh milk and subsequently focused on white milk, chocolate milk, cottage cheese and set yoghurt as its product range.
In a bid to increase its customer satisfaction, in the 1970s, Fan Milk introduced other products such as yoghurt drink, ice-lollies, ice cream and a new packaging technology, Tetra Pak. The company experienced a good financial outcome and recognition due to the success of the new products in the market. To gain more grounds, the company commissioned its second dairy factory in 1981 in Kano and has since then spread to different parts of the country with many depots and outlets to its name. This strategic move increased both its customer base and visibility in the country.
Despite being a Nigerian based company, 96% of Fan Milk’s shares were owned by the foreign partner. Following a decree, The Nigeria Enterprises Promotion Decree, made by the government in the late 1970s, the company opened its investment platform to more Nigerians. As a result, Nigerians acquired 60% shares in the company.
The1980s and 1990s came with some bumps such as the export restrictions, economic difficulties, devaluations and shortages of fuel thereby reducing the company’s speed and influence. Rather than dwell on the setbacks, in 1998, the company began to seek ways to remedy the situation. With the collaboration of the foreign partner and the Industrialization Fund for Developing Countries (Denmark) an agreement was reached which was to infuse more capital to enable the company restructure its finances, refurbish cold rooms, and increase the number of depots. Within that same period, the company introduced Fan Dango, a fruit drink which made irresistible waves in the market. Due to the expansion and rehabilitation programme, the company was again back on track.
Following its desire to improve and reach more customers within the length and breadth of the country, Fan Milk PLC looks forward to introducing a better distribution system that will convert depots to mini distribution centres (MDCs) and franchise outlets. The new product delivery system is called Last Mile Distribution (LMD) and will focus on delivering products ordered via the hotline or online portals to customers in their shops.
Fan Milk has also expanded to other countries in Africa like Ghana, Togo, Benin, Burkina Faso and Cote d’Ivoire. As part of its brand impact, the company has employed over 800 workers and has empowered thousands of bicycle vendors and other agents.
BRAND VISION
It sees a clear vision for itself thus:
“To be the number one producer and marketer of frozen dairy products in Nigeria.”
BRAND MISSION
The company mission statement is stated as follows,
“It is our mission to be a leading manufacturer and marketer of healthy, nutritious and safe frozen dairy and non-frozen dairy food products at affordable prices to the benefit of all stakeholders.”
BRAND VALUES
The company is driven by the following core values;
- Professional Management
- Technology
- Quality
- Financial Suitability
- Corporate Citizenship
BRAND STRATEGY
For its brand success, the company leverages two market approaches:
- Quality products with emphasises on the health benefits.
- Broad distribution chain that covers every kind of consumer regardless of their status and age.
From our research, we accredit the brand’s success to its consistency regardless of the changing times and its distribution approach. With these, Fan Milk has made itself one of the most successful dairy brands Nigeria has ever known.
Written by Jennifer Chioma Amadi
Would you like to build a sustainable brand? We are here to help. Send an email to wecare@mapemond.com
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BUSINESS INSIGHT: When Is The Best Time To Start Branding Your Business?
A major problem business owners have with branding is that they delay the need for it. “I will start the business first and brand it later”, they say. But that’s like brushing your teeth without toothpaste and licking toothpaste later to make up. I know that illustration is a bit too extreme so don’t try to wrap your head around it.
Anyway, practically speaking, when branding is shoved aside or kept at the bottom of the to-do list in business that could be classified as one of the most unwise business decisions. For anyone venturing into the competitive world of business, the first thing on your mind should be how to stand out from others who have been there. This is not to exaggerate but no business would stand out without slight touches of branding.
No matter how basic, branding should be an intricate part of your business plan. For example, when thinking of your business name, also ask yourself if it will make a good brand name. Consider how the name will flow on marketing materials, souvenirs, stationery, and so on. It can be that basic and simple, even though branding runs much deeper than visual identity and communications.
Though branding is a broad topic and sometimes seen as complicated, it is still doable and never farfetched. I’ve observed that some people try to avoid it with lots of excuses to give, from limited resources to lack of time. In fact once a conversation about branding is stirred they literally begin to enumerate all the challenges that would prevent them from taking actions towards branding their business.
You may not have the funds, time or requisite knowledge to effect a full scale branding from the onset, but you should think ahead and lay the right foundation that you can build on later. I think it all begins from our understanding of what branding really is and that is why I urge you to learn more about the subject, by any means possible.
One thing you should understand is that branding affects every aspect of your business – visual identity, product development, customer experience, employee relations, organizational structure, office administration, marketing communications, and so on. You cannot afford to take it for granted if you really desire to grow a sustainable business.
When you lay a good foundation, you stand a better chance to survive the challenges that come your way. A whole lot of setbacks in business can actually be prevented from the beginning if the right branding strategies are employed. Wait no longer, now is the best time to start branding your business.
Written by Maple Dappa
Do you need help with your brand strategy? We are your go-to consultants! Send us an email at wecare@mapemond.com
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BRAND REVIEW: UNILEVER, DOING IT UNIVERSAL
Unilever is unarguably one of the prominent brands that has added value and impacted the world through its numerous products. If you take stock of the products you use ranging from tea to detergent, bath soaps, seasoning cubes, and so on, you are very likely to discover that Unilever is very much present in your home.
Particularly in Nigeria, most of Unilever’s products are recognised leaders in their various market segments since they have become preferred and trusted brand in the heart of a great number of consumers. With over 400 brands under its umbrella in more than 190 countries, Unilever has strategically stamped its name in the sands of time and has become a legend as a consumer goods company. Follow through as we explore the different aspects of this universal brand.
BRAND HISTORY
Unilever’s purposeful journey started as far back as 1800 as a merger of many small family businesses. The company leveraged different commodities starting from butter the Jurgens started in 1860 in the Netherlands. In 1927, the company merged with another thriving butter company owned by a Dutch family, Van den Bergh. Together they worked to develop and trade a new product, which we know as margarine, a more affordable substitute for butter. Their business was called Margarine Unie.
In 1884, William Lever who started his business under the name, Lever Brothers, had produced a new soap he named Sunlight. This distinctive soap, made up of copra or palm kernel oil had the ability to lather easily unlike the soap brands before it. To add to its uniqueness, Sunlight was packaged differently and eventually became one of the first brands to gain visibility through advertisement. These adverts were done using creative mediums such as small cards inserted into soap packaging, featuring the Sunlight brand in cartoon drawings or calendars.
The Lever Brothers and Margarine Unie merged in September 1929 to form Unilever. In a bid to increase their market options, in 1943, Unilever acquired T. J. Lipton, Batchelors Peas, and then Pepsodent in 1944.
Moving forward, the company launched new products and acquired more companies like the British-based Lipton Ltd, Brooke Bond, the maker of PG Tips tea, Chesebrough-Ponds the maker of one of their popular brands, Vaseline. It also acquired the enterprise Ben and Jerry, Slim Fast, Knorr, Hellmann’s and a whole lot of others. These acquisitions have all combined to make Unilever the empire it is today.
While Unilever was deepening its root overseas, it also launched its brands in Africa in 1923. In that year, Robert Hesketh Leverhulme started his trading business under the name, Lever Brothers (West Africa) Ltd in Nigeria. The business focused mainly on soap trade and subsequently in 1925 opened a factory in Apapa. The company’s name was changed to Lever Brothers Nigeria Limited in 1955 and while it expanded to food products, another factory was launched in Aba in 1958.
After the introduction of Omo detergent in 1960, Lever Brothers got more attention as it met the need of many consumers. This achievement led to the commissioning of a manufacturing factory, in 1964, for the Omo brand. Unilever became a publicly listed company in 1973, due to the indigenisation decree made in 1972. This saw the company selling 60% of its shares to the Nigerian public making it a Nigerian owned company.
The company continued to broaden its range of products and began to source for its raw materials locally. In order to achieve their new venture, the company invested in crop production, oil palm milling and tea plantation. In 1995, Unilever merged with Unilever Nigeria Limited, a subsidiary of the Unilever U.K. This merger gave Unilever a certain level of control in the Nigerian market. However, in 2001, the company was changed to Unilever Nigeria Plc. Since then, the company has continued to evolve and expand.
BRAND VISION
Unilever is a purpose driven brand that has operated with a clear vision which is basically to make sustainable living commonplace. This vision has transcended in all aspects of their operations
BRAND STRATEGY
In every region, Unilever combines its multinational expertise with local cultures in order to blend with consumers. This way it continues to penetrate deep into its target market. Its long-term strategic choices range from an active portfolio management, a focused approach to innovation, investment in digital marketing. Adding to this, they have employed consistency, competitiveness in innovations, profitable improvement, and social responsibility as their major market strategies.
BRAND VALUES
Unilever operates with simple core values such as;
- Honesty,
- Integrity and
- Openness
BRAND PRIORITIES
Unilever has some sets of clear priorities, which guides its campaigns and operations;
- A better future for children
- A healthier future
- A more confident future
- A better future for the planet
- A better future for farming and farmers
BRAND IMPACT
Unilever has proven to be a people centred brand from its approach of executing its operations from manufacturing, down to distribution. It seeks for the healthiest alternatives when producing its products.
One visible way they have made impact over the years is by initiating transformational change in the society through ending of deforestation, improving the quality of water people use, heading agricultural enhancement programs, increasing sanitation and hygiene, training small holders to farm sustainably, and women empowerment etc. They have accomplished most of these projects through partnership with government and NGOs
BRAND RECOGNITIONS
For its quality and consistency in pursuing its purpose, the brand has received several recognition, which include:
No.1Top spot in the Personal Products sector of the 2017 Dow Jones Sustainability Index
No.1 Global Corporate Sustainability Leaders in the 2017 Globe Scan/Sustain Ability annual survey
‘A’ Grade for Climate Change, Water, Forests and Supplier Engagement in CDP’s 2018 Global Supply Chain report.
With its wealth of experience, in depth market strategy and clear vision, Unilever will continue to be an acceptable and remarkable brand.
Written by Jennifer Chioma Amadi
Do you desire to build a brand that will stand the test of time? We can help! Send us an email at wecare@mapemond.com.
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BRAND REVIEW: NOKIA IN RETROSPECT
A phone brand with variety of ringtones almost half of Nigerians cannot forget is Nokia. With its different models that came in different shapes and sizes with different abilities, Nokia sure did leave a mark on the walls of the telecommunication market in Nigeria. It had a grand entrance into the market and enjoyed a good season of dominance.
Interestingly, with time and as new brands emerged with different technologies and innovations, Nokia began to lose its stand and at some point was wiped out of the Nigerian market. Determined to spring back to its feet, Nokia through its partnership with Microsoft produced new products to satisfy the ever craving Nigerian market.
Regardless of what must have gone wrong, it is undeniable that Nokia is a remarkable brand and there are many lessons to learn from its brand story. So brace yourself as we dissect one of the historical brands ever – Nokia.
BRAND HISTORY
Nokia, what we now know as one of the most popular multinational telecommunications brands in the world went from one industry to another before venturing and becoming known for production of mobile phones. Here is how it transited.
In the early period of 1865, May 12th precisely, Fedrik Idestam, a mining engineer, founded Nokia in Finland. In that year, the brand did not start as a telecommunication brand rather it commenced as a single paper mill operation. The company went public with the name Nokia Ab in 1871 when Leo Mechelin, Idestam’s friend joined hands with him.
Like most partnership, Idestam and Mechelin did not agree on everything. At some point, Mechelin wanted to expand the company into the electricity business but Idestam declined the idea. In 1896, Idestam retired and Mechelin became the company’s chairperson. Nevertheless, after Idestam had retired in 1896, Mechelin pushed his idea to the company’s shareholders and eventually Nokia became an electricity company in 1902.
Due to its near bankruptcy after World War I, Suomen Gummitehdas Oy, popularly known as Finnish Rubber Works, acquired Nokia. It was a company founded in 1898 by Eduard Polon, a business leader. The Finnish Rubber Works subsequently acquired Suomen Kaapelitehdas Oy (Finnish Cable Work). This new company was into the production of telephone, telegraph and electrical cables.
While Nokia Ab, Suomen Gummitehdas, and Suomen Kaapelitehdas were under the same roof, they did not merge legally but became a viable group.
However, in 1967, the three companies merged to form Nokia Corporation. This new establishment manufactured products like paper items, car and bicycle tyres, rubber boots, communications cables, televisions and other consumer electronics, personal computers, generators, robotics, capacitors, military technology and equipment (such as the SANLA M/90 device and the M61 gas mask for the Finnish Army), plastics, aluminium and chemicals.
The company ran for close to fifteen years within which it experienced loss at some points, giving birth to a new focus on mobile phone technologies. From the merger between Nokia and Salora, in 1979, the Nordic Mobile Telephone (NMT) network called 1G, which became the first fully automatic cellular phone system, was developed.
In order to create better phone models, Nokia purchased Salora in 1984. Following the success of this, in 1987, Nokia launched its first mobile phone “Mobira Cityman 900” for NMT– 900 networks that was able to accommodate data.
After gaining its ground in the mobile phone industry, Nokia commenced operations in over 130 countries connecting millions of people all over the world.
BRAND VISION
Nokia explains its vision simply, “we create the technology to connect the world.”
BRAND VALUES
The brand has operated with solid values over the years. Here they are;
- Respect
- Challenge
- Achievement
- Renewal
BRAND DOWNTIME
As more competitions arose among the mobile phone brands, in 2008, Nokia’s market share fell to 40.8 percent. Even though Nokia tried to get back its position in the market by releasing new models like N97 touchscreen device, it still experienced some loss in 2009.
Even with the losses, Nokia refused to give into the pressure to switch to producing Android based smartphones and continued to focus on producing more Symbian based smartphones which were no longer selling in the market. This again saw their market shares drop further in 2010.
In search of a remedy, Nokia went into partnership with Microsoft. Because of this partnership, Nokia adopted Windows Phone as the operating system for the smartphones it produced from 2011. Nokia took a more courageous step on the 25 April 2014 to sell its mobile phone business to Microsoft for ÂŁ3.79bn.
BRAND STRENGTH
Despite all the pitfalls, Nokia continues to bounce back, proving itself as a hard nut to crack. In recent times, it has embraced new technologies, thereby enhancing the quality of its products. It has made its return into market with more vibrancy, and has gained back its visibility.
DID YOU KNOW
- The name Nokia was coined from a town called Nokia and the Nokianvirta River.
- By the end of 2013, 10,000 employees had been dismissed
- In the 1980s, Nokia’s computer division “Nokia Data”, produced a series of personal computers called the “MikroMikko” in the 1980s
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