Brand valuation consultancy, Brand Finance, just released the list of most valuable Nordic brands. The ranking is based on marketing investment, stakeholder equity and the effect of these on business performance. Nokia took the third place on the list, falling behind the great IKEA and popular H&M. Nokia came to the top three from the 8th place what makes that brand the fastest growing on the list.
The list is dominated by brands from Norway, Sweden, and Danmark. Nokia is the only brand there from Finland, but Finns have numerous other globally known and valuable brands like Nokian Tyres, Suunto, Jolla, Finnair, Rovio, and others.
Nokia is now fully focused on networking business, but the position of its logo on smartphones is probably the reason that keeps the brand popular and alive. It would be great for Nokia to outsource or license some of their other products like ZLauncher, that unfortunately just transitioned to happy hunting grounds. I hoped that Nokia will license its Digital Health business to keep the brand more visible, but maybe HMD Global will surprise us with something wearable other than smartphones.