INTRODUCTION

Importance of Brand

Beyond just a memorable logo, good branding increases the value of a company, provides

employees with direction and motivation, and makes acquiring new customers easier.

A brand represents the sum of people’s perception of a company’s customer service,

reputation, advertising, and logo. When all of these parts of the business are working well,

the overall brand tends to be healthy. On the flip side, we all probably know a company that

offers excellent products or services, but has a tarnished brand due to poor customer service.

Let’s take a look at the important ways a strong brand impacts your business:

Branding Improves Recognition

One of major components of brand is logo. Think of how people instantly recognize the

golden arches of McDonalds or the simple, but powerful eagle of the USPS. As the “face” of

a company, logo design is critical because that simple graphic will be on every piece of

correspondence and advertising. A professional logo design is simple enough to be

memorable, but powerful enough to give the desired impression of the company.

Branding Creates Trust

A professional appearance builds credibility and trust. People are more likely to purchase

from a business that appears polished and legitimate. Emotional reactions are hardwired into

brains, and those reactions are very real influencers.

Branding Supports Advertising

Advertising is another component of the brand. Both the medium chosen and demographic

targeted for advertisements builds a brand. Too narrow an advertising focus, and a company

risks being “pigeon holed” and losing their ability to expand into new markets. Too broad a

focus, and the company fails to create a definable impression of the company in the minds of

would be customers.

Branding Builds Financial Value

Companies who publicly trade on a stock exchange are valued at many times the actual hard

assets of the company. Much of this value is due to the branding of the company. A strong

brand usually guarantees future business. Whether a company is in the position to borrow

funds for expansion or rolling out to an IPO, being perceived as more valuable will make the

process advantageous for the owner of the company. The greater a company’s devotion to

build its brand value, the better the financial return from its efforts.

Branding Inspires Employees

Many employees need more than just work— they need something to work toward. When

employees understand your mission and reason for being, they are more likely to feel that

same pride and work in the same direction to achieve the goals you have set. Having a strong

brand is like turning the company logo into a flag the rest of the company can rally around.

Branding Generates New Customers

Branding enables the company to get referral business. Would it be possible for customers to

tell a friend about the new shoes that customers love if customer couldn’t remember the

brand? A large reason ‘brand’ is the word used for this concept is that the goal is an indelible

impression. As the most profitable advertising source, word of mouth referrals are only

possible in a situation where your company has delivered a memorable experience with your

customer.

The most profitable companies, small and large, have a single thing in common. They have

established themselves as a leader in their particular industry by building a strong brand.

What does branding really mean? There are a lot of different definitions floating out there,

and way too many misconceptions. I define branding as the process with which you "define

your company’s distinctive value, one that your customers desire and are willing to

pay a premium for." Branding can be a very complex and involved process, as well it

should be. But there are practical steps you can take to steer your branding in the right

direction. I've provided them here.

Components of Brand

Branding is not just a logo or trademark. It incorporates many components that work together

to form the destination brand concept. Their management is part of the brand strategy. The

value of the brand is described by the term brand equity. Brand positioning and leveraging

are branding management approaches. The identity, image, personality, essence or soul,

character and culture are the brand components.

BRAND IDENTITY

Is how brand strategists want the brand to be perceived? It is a set of unique brand

associations that represent what the brand stands for. These associations imply a promise to

customers from organization members. Brand identity should help establish a relationship

between the brand and the customer by generating a value proposition involving functional,

emotional or self-expressive benefits.

BRAND IMAGE

Is a key component in the formation of a clear and recognizable brand identity in the market?

Brand image is related to how the brand is currently perceived by consumers. In other words

what is the reputation of the brand in the market place?

BRAND CHARACTER

Is related to its internal constitution, how it is perceived in terms of integrity, trustworthiness

and honesty. This is also related with the promise of the brand to deliver the experience

associated with its name.

BRAND CULTURE

Is about the system of values that surround a brand much like the cultural aspects of a people

or a country.

BRAND PERSONALITY

Is the set of human characteristics that are associated with the brand? It includes such

characteristics as gender, age, socioeconomic class, as well as human personality traits such

as warmth and sentimentality.

BRAND ESSENCE (BRAND SOUL)

Represents the emotional elements and values of the brand. Essence should be part of a long

term positioning that does not change with every communication.

Challenges Faced by the Branding

According to AAKAR, the following are the top 10 challenges faced by the branding:

Treating brands as assets

The ongoing pressure to deliver short-term financial results coupled with the fragmentation of

media will tempt organizations to focus on tactics and measurable and neglect the objective

of building assets.

Possessing a compelling vision

A brand vision needs to differentiate itself, resonate with customers and inspire employees. It

needs to be feasible to implement, work over time in a dynamic marketplace and drive brand-

building programs. Visions that work are usually multidimensional and adaptable to different

contexts. They employ concepts such as brand personality, organizational values, a higher

purpose, and in general they simply move beyond functional benefits.

Creating new subcategories

The only way to grow, with rare exceptions, is to develop “must have” innovations that

define new subcategories and build barriers to inhibit competitors from gaining relevance.

That requires substantial or transformational innovation and a new ability to manage the

perceptions of a subcategory so that it wins.

Generating breakthrough brand building

Exceptional ideas and executions that break out of the clutter are necessary in order to bring

the brand vision to life. These ideas and the execution of them are more critical than the size

of your budget. “Good” is just not good enough. That means making sure you get more ideas

from more sources, and that you make sure you have the mechanisms in place to recognize

brilliance and bring those ideas to market – quickly.

Achieving integrated marketing communication (IMC). IMC is more elusive and difficult

than ever in light of the various methods you have to choose from such as advertising,

sponsorships, digital, mobile, social media and more. These methods tend to compete with

each other rather than reinforce because the media scene and options have become so

complex, so dynamic, and because product and country silos reflect competition and isolation

rather than cooperation and communication.

Building a digital strategy

This arena is complex, dynamic and in need of a different mind-set. The reality is, the

audience is in control here. New capabilities, creative initiatives and new ways to work with

other marketing modalities are required. Adjust the digital marketing focus from the offering

and the brand to the customer’s sweet spot, which is to say the activities and opinions in

which they are interested or even passionate about. Develop programs around that sweet spot

in which the brand is an active partner, such as Pampers did with Pampers Village or what

Avon did with their Walk for Breast Cancer.

Building your brand internally

It is hard to achieve successful integrated marketing communications or breakthrough

marketing without employees both knowing the vision and caring about it. The brand vision

that lacks a higher purpose will find the inspiration challenge almost impossible.

Maintaining brand relevance

Brands face three relevance threats: Fewer customers buying what the brand is offering,

emerging reasons not-to-buy, and loss of energy. Detecting and responding to each requires

an in-depth knowledge of the market, plus a willingness to invest and change.

Creating a brand-portfolio strategy that yields synergy and clarity

Brands need well-defined roles and visions that support those roles. Strategic brands should

be identified and resourced, and branded differentiators and energizers should be created and

managed.

Leveraging brand assets to enable growth

A brand portfolio should foster growth by enabling new offerings, extending the brand

vertically or extending the brand into another product class. The goal is to apply the brand to

new contexts where the brand both adds value and enhances itself.

Those engaged in building and leveraging a brand should examine each of these challenges in

turn and determine which are most critical to their success. Then evaluate the extent to which

your brand is in deficit in meeting that challenge. The answers to those questions should

result in a roadmap to strengthening both your brand and your impact.

Definition of Mobile phone:-

The cellular telephone (commonly “mobile phone” or “cell phone” or “hand phone’) is a long

range portable electronic device used for mobile communication. In addition to the standard

voice function of a telephone, current mobile phones can support many additional services

such assessor text messaging, email, switching for access to the Internet, &MMS for sending

and receiving photos and video. Most current mobile phones connect to a Cellular network of

base stations, which is in turn interconnected to the public switched telephone networks

phones. Cellular telephone is also defined as a type of short-waveanalogor digital

telecommunication in which a subscriber has a wireless connection from a mobile telephone

to a relatively nearby transmitter. The transmitter's span of coverage is called a cell.

Generally, cellular telephone service is available in urban areas and along major highways.

As the cellular telephone user moves from one cell or area of coverage to another telephone is

effectively passed on to the local cell transmitter. A cellular telephone is not be confused with

a codeless telephones.

INTRODUCTION OF NOKIA

Nokia Corporation (OMX: NOK1V, NYSE: NOK, FWB: NOA3) is a Finnish multinational

communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring

Finland's capital Helsinki. Nokia manufactures mobile electronic devices, mostly mobile

telephones and other devices related to communications, and in converging Internet and

communications industries, with 130,000 employees in 120 countries, sales in more than 150

countries and global annual revenue of over €38 billion and operating loss of €1 billion as of

2011. It was the world's largest manufacturer of mobile phones in 2011, with global device

market share of 23% in the second quarter. Nokia produces mobile devices for every major

market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers

Internet services such as applications, games, music, maps, media and messaging through its

Ovi platform. Nokia's joint venture with Siemens, Nokia Siemens Networks produces

telecommunications network equipment, solutions and services. Nokia also provides free-of-

charge digital map information and navigation services through its wholly owned subsidiary.

Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York

stock exchanges, and plays a very large role in the economy of Finland, accounting for about

a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) in 2007.

The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in the

Interbrand/Business Week Best Global Brands list of 2011. It is the 14th ranked brand

corporation in Europe (as of 2011), the 8th most admirable Network and Other

Communications Equipment company worldwide in Fortune's World's Most Admired

Companies list of 2011, and the world's 143th largest company as measured by revenue in

Fortune Global 500 list of 2011. In July 2010, Nokia reported a drop in profits by 40%, which

turned into an operating loss of €487 million in Q2 2011. In the global Smartphone rivalry,

Nokia held the 3rd place in 2Q2011, trailing behind Samsung and Apple.

On 11 February 2011 Nokia announced a partnership with Microsoft; all Nokia smart phones

introduced since then were to run under Microsoft's Windows Phone (WP) operating system.

On 26 October 2011 Nokia unveiled its first Windows Phone handsets, the WP7.5 Lumia 710

and 800.

The Nokia House, Nokia's head office located by the Gulf of Finland in Keilaniemi, Espoo,

was constructed between 1995 and 1997. It is the workplace of more than 1,000 Nokia

employees.

COMPANY PROFILE

Type Public company

Traded as OMX: NOK1V, NYSE: NOK, FWB: NOA3

IndustryTelecommunicationsInternetComputer software

FoundedTampere, Finland, Russian Empire (1865)incorporated in Nokia (1871)

Founder(s) Fredrik Ides tamLeo Mechelin

Headquarters Espoo, FinlandArea served Worldwide

Key people

Jorma Ollila (Chairman)Stephen Elop (President & CEO)Timo Ihamuotila (CFO)Kai Öistämö (CDO)Henry Tirri (CTO)

Products

Mobile phonesSmartphone’sMobile computersNetworks(See products listing)

Services

Maps and navigation, music, messaging and mediaSoftware solutions(See services listing)

Revenue €38.65 billion (2011)[1]

Operating income €-1.073 billion (2011)[1]

Net income €-1.164 billion (2011) Total assets €36.20 billion (2011) Total equity €11.87 billion (2011) Employees 134,171 (2011)

DivisionsMobile SolutionsMobile PhonesMarkets

Subsidiaries

Nokia Siemens NetworksNavteqSymbianVertuQt Development Frameworks

Website Nokia.com

HISTORY OF NOKIA

Established in 1865 as a wood-pulp mill by Knut Fredrik Ides tam on the banks of

Nokianvirta River in Finland.

Finnish Rubber Works acquired Nokia Wood Mills, Telephone and Telegraph Cables.

Nokia Corporation created - 1967 -paper products- car tires- personal computers-cables.

Nokia began developing the digital switch (Nokia DX 200) which became a success.

1991 Nokia - agreements to supply GSM networks - nine European countries.

August 1997 Nokia - GSM systems to 59 operators in 31 countries.

FUTURE OF NOKIA

By the year 2016 a quarter of all content will be user-generated and passed between friends,

rather than being created and distributed by today's media brands, according to interviews

with "trend-setting consumers”. The Future Laboratory spoke to 9000 consumers on behalf of

Nokia, all of whom are described as "active users of technology" and thus can be trusted to

tell us what the world's going to look like. As Nokia's Vice President, Multimedia, Mark

Selby describes it thus: “We think it will work something like this; someone shares video

footage they shot on their mobile device from a night out with a friend, that friend takes that

footage and adds an MP3 file - the soundtrack of the evening - then passes it to another

friend. That friend edits the footage by adding some photographs and passes it onto another

friend and so on."All of which will be done on their mobile phone, obviously. Driving users

to prefer content mashed up by friends, as opposed to professionally- produced, are four

trends which The Future Laboratory and Nokia have identified through their research.

Immersive Living reflects the way people are always on-line, while Geek Culture is a

reflection of how everyone wants high-tech toys these days - at least, all the people

interviewed for this study’s technology for girls - apparently not just technology for boys

painted pink – and Localism sees users taking pride in content produced by their locality. All

in all it's remarkable how closely this research matches Nokia's ideal vision of the future.

Consumers using mobile phones to create and mash up content, taking power away from the

media brands and placing it in the hands of those running the portals and controlling the

mobile user experience.

The Vision of Nokia:-

“Our vision is a world where everyone can be connected. Our vision is to ensure that 5 billion

people are always connected at any given point and to achieve 100fold more network traffic.

First mobile phone:

The Mobira City man 150, Nokia's NMT-900 mobile phone from 1989 (left), compared to

the Nokia 1100 from 2003. The Mobira City man line was launched in 1987.

The technologies that preceded modern cellular mobile telephony systems were the various

"0G" pre-cellular mobile radio telephony standards. Nokia had been producing commercial

and some military mobile radio communications technology since the 1960s, although this

part of the company was sold some time before the later company rationalization. Since 1964,

Nokia had developed VHF radio simultaneously with Salora Oy. In 1966, Nokia and Salora

started developing the ARP standard (which stands for Autoradiopuhelin or car radio phone

in English), a car-based mobile radio telephony system and the first commercially operated

public mobile phone network in Finland. It went online in 1971 and offered 100% coverage

in 1978.

In 1979, the merger of Nokia and Salora resulted in the establishment of Mobira Oy. Mobira

began developing mobile phones for the NMT (Nordic Mobile Telephony) network standard,

the first-generation, first fully automatic cellular phone system that went online in 1981.[37]

In 1982, Mobira introduced its first car phone, the Mobira Senator for NMT-450 networks.

[37]

Nokia bought Salora Oy in 1984 and now owning 100% of the company, changed the

company's telecommunications branch name to Nokia-Mobira Oy. The Mobira Talk man,

launched in 1984, was one of the world's first transportable phones. In 1987, Nokia

introduced one of the world's first handheld phones, the Mobira City man 900 for NMT-900

networks (which, compared to NMT-450, offered a better signal, yet a shorter roam). While

the Mobira Senator of 1982 had weighed 9.8 kg (22 lb) and the Talk man just less than 5 kg

(11 lb), the Mobira City man weighed only 800 g (28 oz) with the battery and had a price tag

of 24,000 Finnish marks (approximately €4,560). Despite the high price, the first phones

were almost snatched from the sales assistants' hands. Initially, the mobile phone was a

"yuppie" product and a status symbol.

Nokia's mobile phones got a big publicity boost in 1987, when Soviet leader Mikhail

Gorbachev was pictured using a Mobira City man to make a call from Helsinki to his

communications minister in Moscow. This led to the phone's nickname of the "Gorba".

In 1988, Jorma Nieminen, resigning from the post of CEO of the mobile phone unit, along

with two other employees from the unit, started a notable mobile phone company of their

own, Benefon Oy (since renamed to GeoSentric). One year later, Nokia-Mobira Oy became

Nokia Mobile Phones.

DIFFERENT TECHNOLOGIES:-

Bluetooth Technology

GPRS Technology

EDGE Technology

JAVA Technology

MMS Technology

Mobile Browsing Technology

INTRODUCTION OF SAMNSUNG

Samsung Group is a South Korean multinational conglomerate company headquartered in

Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of

them united under the Samsung brand, and are the largest South Korean chaebol.

Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest

information technology company measured by 2011 revenues), Samsung Heavy Industries

(the world's second-largest shipbuilder measured by 2010 revenues), and Samsung

Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction

companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-

largest insurance company), Samsung Everland (the oldest theme park in South Korea) and

Cheil Worldwide (the world's 19th-largest advertising agency measured by 2010 revenues).

Samsung produces around a fifth of South Korea's total exports and its revenues are larger

than many countries' GDP; in 2006, it would have been the world's 35th-largest economy.

The company has a powerful influence on South Korea's economic development, politics,

media and culture, and has been a major driving force behind the "Miracle on the Han River".

COMPANY PROFILE

Type Business unit

Industry Telecommunication

Founded Seoul, South Korea 1977

Headquarters Suwon, Shout Korea

Area served Worldwide

Key people Geesung choi, President

Products Mobile phones

Smartphones

Telecommunication system

MP3 Player, Laptop computers

Revenue US$ 21.1 billion (2007)

Net income US$ 2.3 billion (2007)

Employees 344,000 (2010)

Website Samsung.com

HISTORY

Unlike other electronic companies Samsung origins were not involving electronics but other

products.

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea,

selling fish, vegetables, and fruit to China. Within a decade Samsung had flour mills and

confectionary machines and became a co-operation in 1951. Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such as financial, media,

chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics was

established producing what Samsung is most famous for, Televisions, Mobile Phones

(throughout 90's), Radio's, Computer components and other electronics devices.

1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as

chairman. In the 1990's Samsung began to expand globally building factories in the US,

Britain, Germany, Thailand, Mexico, Spain and China until 1997.

In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They

sold businesses to relieve debt and cut employees down lowering personnel by 50,000. But

thanks to the electronic industry they managed to curb this and continue to grow.

The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung

developed the 'lightest' mobile phone of its era. The SCH-800 and it was available on CDMA

networks.

Samsung has made steady growth in the mobile industry and are currently second but

competitor Nokia is ahead with more than 100% increase in shares.

Samsung Telecommunications

Samsung Telecommunications is one of five business units within Samsung Electronics,

belonging to the Samsung Group, and consists of the Mobile Communications Division,

Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile

Solution Centre and Telecommunication R&D Centre. Telecommunication Business

produces a full spectrum of products from mobiles and other mobile devices such as MP3

players and laptop computers to telecommunication network infrastructure. Headquarters is

located in Suwon, South Korea.

In 2007 Samsung Telecommunication Business reported over 40% growth and became the

second largest mobile device manufacturer in the world. Its market share was 14% in Q4

2007, growing up from 11.3% in Q4 2006. At the end of November 2011, Samsung sold

more than 300 million mobile devices and set still in second after Nokia with 300.6 million

mobile devices sold in the first three quarter of 2011.

Samsung Vision

Samsung India's Vision entails helping people improve the quality of their lives by providing

them with superior quality, state-of-the-art technology products at the right time and the right

price. But beyond its role as a purveyor of quality products in India, Samsung seeks to

contribute to the economic growth of the country though its export commitments and large

scale production facilities generating secured employment for hundreds of Indian people. At

Samsung, we strive to contribute to the development of the electronics and components

industry in India by enhancing the knowledge levels of our workforce through the

introduction of our advanced management systems and production know-how in our

manufacturing facilities by introducing our Indian vendors to our world class quality systems

and helping them in improving them in their own quality systems and production processes

and setting benchmarks for the industry both in terms of after sales service for our products,

quality systems and management techniques at our facilities or our products themselves. At

Samsung, we believe in returning to the community some of the profits we earn from it,

through the social causes we espouse. We view ourselves not as an MNC operating in India,

but as an 'Indian Company' operating here, conforming to the laws of the country and

committed to working for the Indian community. We want and to be seen as the 'Most

Respected' Indian Company.

METHODOLOGY

STATEMENT OF THE PROBLEM

Brand helps the organisation to differentiate its product or services from its competitors. In

this project the researcher has taken the SAMSUNG and NOKIA phones for the comparative

study between the two brands. There are the challenges faced by the organisations in the

brand management. To understand the strategies adopted by the organisation to manage the

brand, the study is taken as:

“COMPARAATIVE STUDY OF BRANDING ACTIVITIES OF NOKIA AND

SAMSUNG MOBILES”

OBJECTIVES OF THE STUDY

To understand the importance of brand.

To understand the challenges faced by the organisation in branding.

To understand the methods of branding of NOKIA and SAMSUNG.

To understand the best branding Strategy among NOKIA and SAMSUNG.

Type of Research – For the purpose of the study comparative study is used. It is a fact

finding investigation and describes the state of affairs as it exists at present.

Sampling Unit – Customers of Bangalore.

Sampling Technique – For the purpose of the study Convenient Sampling Technique is

used.

Sample Size – For the purpose of the study data is collected from 10 respondents.

Data Collection

Primary Data: for the purpose of the study data is collected from Customers of

NOKIA and SAMSUNG products.

Secondary Data: for the purpose of the study secondary data is collected from

journals, newspapers, magazines, books, reports, and online websites.

Tools Used for Data Analysis: For the purpose of Data Analysis, Graphs and Charts are

used.

DATA ANALYSISImportance of Brand

Tab: 1 the following table shows the number of customers who think that the brand is

important for an organisation.

Total no. of Respondents In%

Yes 9 90

No 1 10

Total 10 100

Importance of Brand

Analysis

Among 10 respondents 9 have agreed, the brand is much essential for the

organisation.

Remaining 1 respondent from 10 respondents feel the brand is not required for the

organisation to make profit.

Interpretation

The analysis says the brand is essential for an organisation to sustain in the market and to

make more sales and profit for the organisation

Preference for Branded product.

Tab: 2 The below table shows the number of respondents who prefer only branded products.

Total no. of Respondents In%

Yes 8 80

No 2 20

Total 10 100

Importance of Brand

Analysis

The 70% of the respondents prefer only branded products.

Remaining 30% respondents are not much conscious about the branded products.

Interpretation

The analysis says most of the customers prefer only branded products. It is essential for the

organisation to manage its brand.

Number of customers who buy Branded products only.

Tab: 3 the following table shows the number of customers who buy only branded products.

No. of Respondents In%

Yes 4 40%

No 6 60%

Total 10 100

Customers Who Buy Only Branded Products

Analysis

Only 40% of the customers buy only branded product.

The remaining 30% are not the brand oriented customers.

Interpretation.

The analysis shows that the organisation should make the customer aware that the branded

product has got more features and the better quality than the local products.

Loyalty of the customer towards his/her branded product.

Tab: 4 The following table shows the total number of customers who are loyal towards

his/her branded products.

No. of Respondents In%

Yes 4 40%

No 6 60%

Total 10 100

Customers Who Buy Only Branded Products

Analysis

The study shows that the 40% of the customers are loyal towards their branded

products.

Remaining 30% switch to other product or brand often.

Interpretation

The study shows it is very important for an organisation to understand the awareness level of

the customers towards their brand

Preference for the Brand between SAMSUNG & NOKIA.

Tab: 5 the following table shows the number of customers who prefer either NOKIA,

SAMSUNG or both.

Column1 No. of Respondents In%

NOKIA 5 50%

SAMSUN

G 2 20%

Both 3 30%

Total 10 100%

Preference On Brands

Analysis

50% 0f the respondents prefer for NOKIA.

20% of the respondents prefer for SAMSUNG.

30% of the respondents prefer for both the brands.

Interpretation.

NOKIA Company has got the more brand value as compared with SAMSUNG products.

There for the SAMSUNG company should concentrate more on building brand value.

Trust on the brands.

Tab: 6 The below table shows the trust that the customers have on their brand.

Column1 No. of Respondents In%

NOKIA 5 50%

SAMSUN

G 2 20%

Both 3 30%

Total 10 100%

Trust On Brands

No. of Respondents

Analysis

50% 0f the respondents trust NOKIA products.

20% of the respondents trust SAMSUNG products.

30% of the respondents prefer for both the products.

Interpretation.

NOKIA Company has got the more trusted brand as compared with SAMSUNG products.

There for the SAMSUNG company should try to stand with unique product or features to

attract the customers.

FINDINGS AND SUGGESTUINS

Findings

BRAND is much more essential for each and every organisation. It also helps in

differentiating its own product from its competitors.

Maintaining the same brand value is the most challenging work for each and every

organisation.

In India, people are more price conscious. They prefer local product than the branded

one.

The comparative study says NOKIA has got more brand value as compared with the

SAMSUNG products.

The NOKIA has got the unique branding strategy and the customers also believe the

NOKIA product than the SAMSUNG product.

SAMSUNG concentrate more on its logo, and it gives limited value to its customer’s

preferences and demands.

Few years back mobile phones were not common among the consumer. But with the

mobile revolution now we can find almost every consumer with mobile phone.

Most of the consumer prefers NOKIA than SAMSUNG and least prefer other.

Mostly the consumers are satisfied with the services provided by the different mobile

companies.

Suggestions

SAMSUNG Company should concentrate more on building brand value.

SAMSUNG Company should try to stand with unique product or features to

attract the customers.

SAMSUNG should think beyond sponsoring a single team or club to stand

different from its competitors.

NOKIA needs to be efficient in responding to the changes in the market

demand. The company should also be efficient in responding to the loss of its

competitive advantages.