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24/7 Wall St.: 10 Brands That Lost the Most Value

3. Nokia

Pct. brand value decline: 16%

Brand value: $21.0 billion (19th)

Parent company: Nokia Corp. (NYSE: NOK)

1-yr. change in revenue: -20.5%

Industry: Electronics

Nokia has had a rough year. After Nokia lost market share for several years, Samsung finally overtook it as the largest manufacturer of mobile devices in the first quarter of 2012. The company’s stock price has been cut by more than half in the past year, and the company announced in June that it was cutting 10,000 jobs to preserve cash. Now the Finnish company is staking its hopes on the Microsoft (NASDAQ: MSFT) Windows’ mobile operating system. In September, the company previewed its Lumia 920 smartphone to investors, but they were not impressed. “The challenge is that the world is working on the 4th, 5th and 6th editions of their devices, while Nokia is still trying to move from Chapter 1,” RBC analyst Mark Sue told Reuters following Nokia’s presentation to investors. “It still has quite a bit to catch up.” But even Nokia’s catch-up efforts were hurt in April when early buyers of the Nokia Lumia 900 had problems connecting to the web.

(Photo by Diane Bondareff/Invision for Nokia/AP Images)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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