Brand Strategy, Blackberry project

1. 44 2 7 7 999 Happy
66 33 9 New
999 33 2 777 Year

2. Devices

3. Blackberry at a Glance
• Led by Co-CEO Jim
Co- Balsillie and President Mike Lazaridis
• 1987 Research in Motion founded in Waterloo, Canada
• 1997 IPO Toronto Stock Market
• 1999 launch 1st Blackberry smartphone
• 1999 IPO Nasdaq
• 2001 Introduced in Europe
• 03/08/2010 Unleashes Blackberry OS 6
• 27/09/2010 Unveils Blackberry Playbook
• 12/2010 – over 120mio Smartphone shipped

4. Key Milestone
30X growth in 8 years ~ 15bio$ (2010)
Subscriber from 500.000 to 50mio (2010)
1st in 100 Fastest-Growing Companies 2009 (Fortune)
2nd Smartphone Sales Q1.2010 (Worldwide)
3 rd Top 500 Superbrands 2010 (The Centre for Brand Analysis)
4th Mobile Terminal Sales Q1.2010
11th Coolest Brand 2010
….

5. Distribution Model
425 Carriers & National Distributor
Vietnam Distributor

6. Brand Architecture

7. Brand Architecture

8. Blackberry Bold 9700 AD

9. Brand Vision
RELIABLE,
Best in-class Mobile connectivity
in-
so you can
live large & achieve more

10. Brand-key

11. Root Strengths
Push Mail Immediately
QWERTY Keyboard
Blackberry Messenger
Root Strengths

12. Competitive Environment
Business
Smartphone & Software
Competitive
Environment

13. Target
Upper Class BUSINESS people
Age 25-55. Who work in
Professional
Executive
&
Target Industry Segment

14. Insight
Professional Image
Fast-paced JOB & LIVES
Insight

15. Benefit
… Always Stay in Touch with

16. Discriminators
… Blackberry is focused on the Task
at hand. It know It can deliver
everything you want…
in Work & Life

17. Values, Belief & Personality
We SHOULD use Blackberry
… to describe our company, our
product and our brand
… as a filter or a standard
against which to measure our communications
and behavior

18. Reason to believe
….could Anybody BUSIER than him?

19. Essence
Essence
Do what you Love
Love what you Do