Nokia wants a sniff of Coke’s success

20 Aug 2004

The Finnish handset manufacturer Nokia has appointed a new head of brand management in an attempt to halt the slide in its market share. Keith Pardy will join Nokia from Coca-Cola where he was vice-president of global brands. According to the annual rankings from Business Week/Interbrand Coca-Cola was the world’s most valuable brand in 2003, and Nokia hopes that Pardy can help rejuvenate its image. Although the Finnish company is still the world’s leading handset supplier, its share of the market has slipped from 38% at its peak in 2003 to around 30% in the second quarter of this year. Nokia has been criticised for being slow to spot the trend for clamshell phones and mid-range camera phones.