Brand Building of Nokia

PART 1: Primary Research and Text Application

Find a consumer who is extremely loyal to a brand-name
product. Probe him or her for information as to why that brand loyalty exists.
Discuss how the individual feels about competitive brands.

Analyze the interview using the brand equity and brand
positioning concepts from your text.

PART 2: Secondary Research in the Databases

Next, research the brand using its Web site and articles
from the library’s full-text databases to address how the brand does the
following:

-Identifies market segments and targets

-Developed its brand equity over time

-Positions itself in the market

This section of the assignment requires the use of articles
from the library’s full-text databases. Articles are found in periodicals.
These are not to be confused with eBooks or reference books. The most popular
databases in marketing are: ABI Inform Global, Academic Search Premier, and
Business Source Premier.

Your report must include a reference list. All research
should be cited in the body of the paper. In-text citations and corresponding
references should be included in your paper.

ScholarMatic: Explanation & Answer

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