company, is not only the world’s leading mobile phone manufacturer but also Europe’s biggest brand and the world’s 5th biggest brand according to the Business Week – Interbrand ‘Best Global Brands 2009’ report. However, in what might be described as a ‘challenging’ – for “challenging”, read hyper-competitive – global marketing environment, Nokia’s brand value fell by 3 per cent to £23 billion (euro 24 billion) – still an enormous amount. With Coca-Cola, IBM, Microsoft and GE occupying the top…
Words 2576 - Pages 11