Nokia is, however, using the whole concept of ‘we are different’ to rebuild its brand. Nokia is renewing its identity through Microsoft Corporation (NASDAQ:MSFT)’s Windows Phone, which offers a new experience when compared with existing ecosystems like iOS and Android. In the tech industry, being different can at times act as the perfect bait. True to this, Nokia is already riding on the back ofincreased Windows Phone penetration in the U.S. And in India, Nokia has dominated the Windows Phone platform in full swing.Recent statistics showthat Nokia’s Lumia lineup pretty much controls the Windows 8 ecosystem in India.
I will purposely make no detailed mention of Samsung. Not because it’s not a competitor (in fact it even has a bigger global market share than the great Apple,) but because its case is in many ways different. In my view, Samsung was at the right place at the right time. It managed to get on the Android bandwagon early enough and because of that, it inevitably enjoys the market share it does today. It is only recently that the company has started taking a solid stance on branding (starting with the Galaxy S3 and S4).
Going by how these companies’ brands are positioned and viewed, it is evident that Apple Inc. (NASDAQ:AAPL) will continue being a leader over the next decade. BlackBerry’s is likely to come in second ahead of Nokia, which has had to start on a whole new branding pillar. There is also a possibility that Nokia is on a collision path with Microsoft Corporation (NASDAQ:MSFT). Like Google Inc (NASDAQ:GOOG), which earlier in the yeardisplayed its worriesabout Samsung’s dominance in Android, Microsoft Corporation (NASDAQ:MSFT) may also develop worries in the event that Nokia continues to dominate Windows Phone, pushing other smartphone makers away from the OS.
Although each player is working on enhancing its brand perception, Apple has shown that its brand is defendable. Even in the face of relentless attacks for the past six months from the media, Apple lovers still hold on to their devices in the hope that the iPhone 6 and subsequent products will be worth the wait. Over the next decade, Apple Inc. (NASDAQ:AAPL) will be able to retain more consumers compared with its competitors. This makes a compelling bull case for the tech bigwig, and it remains a good long-term investment.
The article Apple’s Brand Makes It a Good Long-Term Investment originally appeared on Fool.com and is written by Lennox Yieke.
Lennox Yieke has no position in any stocks mentioned. The Motley Fool recommends Apple. The Motley Fool owns shares of Apple. Lennox is a member of The Motley Fool Blog Network — entries represent the personal opinion of the blogger and are not formally edited.
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