Cracking the Crackberry Code

226 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
226
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Cracking the Crackberry Code

  1. 1. BlackBerry has made impressive progress since 2002, but the brand started to fall in 2011. Leadership 100 Curiosity: 2009 2011 Niche or Unrealized Potential 2010 2007 (Energized Differentiation & Relevance) Brand STRENGTH 2008 2006 2012 2013FH Mass Market 2005 50 2004 2002 2003 New/Unfocused: New, Unfocused or Unknown 0 0 Fatigue: Commodity or Eroded 50 100 Brand STATURE (Esteem & Knowledge) Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults 1
  2. 2. The declines in Energized Differentiation, Relevance and Esteem result in the Brand Erosion since 2011 100 09' 10' 11' 12' 13'FH 09' 10' 80 11' 09' 12' 10' 11' 12' 13'FH 60 10' 11' 09' 40 12' 13'FH 20 0 Energized Differentiation Relevance Esteem Knowledge Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults 2 13'FH
  3. 3. Brand Perceptions*of BlackBerry also have weakened. In 2009 In 2013FH *BlackBerry is stronger than 90% of the brands in the brandscape on these attributes Source: BrandAsset® Valuator USA, 2009, 2013FH, All Adults 3
  4. 4. BlackBerry has a tough game to play as the category is becoming more competitive 100 Leadership Curiosity: 2009 Niche or Unrealized Potential Category* Average (Energized Differentiation & Relevance) Brand STRENGTH 2013FH 2009 2013FH Mass Market 50 New/Unfocused: New, Unfocused or Unknown 0 0 Fatigue: Commodity or Eroded 50 100 Brand STATURE (Esteem & Knowledge) *Category consists of smartphones, operating systems, tablets and laptop brands Source: BrandAsset® Valuator USA, 2009, 2013FH, All Adults 4

×