Nokia Rebranding Strategy to Build Brand Awareness and Brand Images in YouTube

Abstract

In 2023, Nokia is rebranding or reintroducing products by issuing a new logo. Nokia's rebranding is known to change people's perception of Nokia, because now Nokia is no longer a mobile phone brand but has become a B2B-based technology company. By doing rebranding, of course Nokia has to rebuild brand awareness and brand image in introducing its products. The purpose of this research is to find out the rebranding strategy undertaken by Nokia in building brand awareness and brand image through Nokia's YouTube Channel. The method used in this research is descriptive qualitative with data collection techniques in the form of primary and secondary by conducting in-depth interviews, observations and literature studies. The results of this study are that the rebranding carried out by Nokia begins with changing the company logo in accordance with the times and also these changes provide an understanding to the public about Nokia which has turned into a B2B-based technology company and is no longer an old cellphone brand. Nokia rebranded through their YouTube Channel and received various positive and even negative responses from the public. Keywords: Brand Awareness, Brand Image, Nokia, Marketing Communications, Rebranding