Blackberry

1. Strategic Brand Management
Dr. Lubna Nafees
Name of the faculty
Stagnation of Blackberry

2. Steep decline in market share
Limited number of applications
Intense segment rivalry
Brand inertia with no innovations
Handsets had no exceptional features
‘Bring you Own Device’ practice
Dilution of the BBM application
Brand Dilemma

3. Initial Strategy
Business
Professionals
High Income
Individuals
Innovators
Younger
Generation
Blackberry Boys

4. Revised Strategy
New Market Segment
Brand Personality and Imagery
Appeal of Blackberry
• 18-24 years
• Tier I cities
• Young professionals
• Power to the people
• Innovation
• Lifestyle
• New colors
• Sleek models
• BBM Messenger
Action Starts Here

5. Impact

6. Unveiling Z10

7. Price
Quality
Competition – Price vs Quality

8. Evaluations
Price over quality to penetrate market
Enhance app store to compete
Easy-to-use operating system is a must
Blackberry brand is the problem
Online connectivity is the key
Design is not too big a concern
No longer a premium brand

9. Brand Value
Relevance Differentiation Esteem Knowledge
Blackberry

10. The Future ?
• Focus on software and not hardware
• App store and ease of use should be main targets
• Promote BB10 OS and Blackberry Balance
Blackberry
• Make use of networks with government and corporate clients
• They control a large number of mobile devices
• Provider of technical advice and support
New Thinking

11. Thank you