Our brand gives Nortel an inherent value in the minds of our customers, no matter what the context. It expresses who we are and what we stand for.
A brand reflects the relationship between a company and its customers. There is a direct connection between the perception of a brand and the perceived value of a company's products and services.
Therefore, a strong, quality brand can significantly contribute to higher margins.
Our brand reflects our values, our products, our thinking and our work ethic. It encompasses all the intangible qualities that customers associate with Nortel.
Since every person can have his or her own individual interpretation of a brand, it is critical that we are consistent in how we present the Nortel brand in the words and images we use, in the way we design our communications materials and in the professional application of our graphic standards.
