When you run a highly competitive international marathon, it is not important to end first. It is more important to never give up, and conquer the final line with a sense of accomplishment, targets met, and vision to the future. This is exactly what Nokia (NYSE: NOK) is quietly doing.
Long-awaited good news reached Nokia when the Finnish manufacturer was proclaimed the second strongest mobile phone brand in China. Samsung took the first place, whereas Apple (NASDAQ: AAPL), beaten by Nokia, was left in the third position. There is only a little difference in points between Samsung and Nokia, though, having both companies obtained 542 vs. 530 points respectively. Apple, however, ended with 411 points. The three electronics giant manufacturers are listed on the latest China Brand Power Index for 2013, which is funded by the Ministry of Industry and Information Technology, and released by the China Brand Research Center.
Power of brand
Headquartered in Finland; Embraced in China
Nokia, a struggling company that keeps sailing the turbulent
seas of mobile phones, enjoys the No. 2 mobile brand in China.
According to a China Daily report
, the 2013 Brand Power Index survey covered 30 cities nationwide. It examined the brand awareness and loyalty of 13,500 residents in the ages of 15 to 60 years old. Considered the most-trusted brand evaluating system chosen by both consumers and companies, The Brand Power Index aims to help consumers in making wiser purchases at the same time that helps companies in finding better systems for brand management.
Nokia was China's leading mobile brand for many years before it started to decline, leaving a wider territory to Samsung and Apple some years ago at the beginning of the smartphone era. In other words, when Apple launched its first iPhone, creating the smartphone fever that we all know, Nokia saw a black cloud above its otherwise clear horizon. Certainly, Nokia has done good brand work in previous decades, which obviously has influenced today's resulting conquer of the Chinese market.
Nokia is determined to conquer Asia, and other emerging markets, with its budget smartphones. (See: Nokia Forges On With Low-Cost Asha 310 .) Nokia Lumia 520's pre-orders started this week in China at 1,299 yuan, or $200, non-subsidized, and a zero yuan subsidized price.
Additionally, and timely to give Nokia's brave tribe a new motivational kickstart, on March 28, Nokia published its annual report for 2012. In the report, which is available in PDF format through Nokia Financials
, Nokia reinforces its long-term financial targets for its devices and Service Business, and Nokia Siemens Networks.
A struggling company that keeps on sailing the turbulent seas of the mobile phones despite the many difficulties and storms certainly deserves to be recognized for its perseverance. Therefore, join me today to celebrate Nokia's effort. I believe it's fair to wish Nokia good luck in conquering more destinations in the never-ending struggle for conquering the heart of the mobile devices' consumers.