2.3 Nokia brand dimensions In this essay, I will go deeper in Nokia's branding strategy by looking through its four brand dimensions: brand personality, brand positioning, product strategy and brand promoting through advertising 2.3.1 Brand personality. An important key that Nokia uses to build its brand strength is developing a unique brand personality. Let's make a comparison between Nokia and its strongest competitor, Motorola. As Tam Harbert of Electronic Business magazine has put it: "If Nokia Corp. …showed first 75 words of 3344 total…

…showed last 75 words of 3344 total…adapted to the relevant cultures. This is not cheap, and although advertising budgets are hard to obtain if the budget in one country alone for a single year was 13 million pound then we must assume that the advertising budget must be extremely large, especially when compared to smaller competitors. However, the communication appears to be effective as they are now the number one mobile phone company, and appear to be relatively secure in that position.