BlackBerry's brand strength and stature declined significantly between 2011 and 2013. Specifically, BlackBerry experienced erosion in energized differentiation, relevance, and esteem over this period as it faced increasing competition in the smartphone market. Perceptions of BlackBerry weakened in areas like innovation, style, and coolness. BlackBerry now finds itself with a difficult challenge to compete against other smartphone brands that have stronger positions in the market.
BAV & Kantar @ Cannes: The Power of PurposeBAV Group
During day three of the 2018 Cannes Lions Festival, Y&R Global CEO David Sable and Laura Jones, Executive Strategy Director of Y&R’s BAV Group, joined Kantar during a session focused on brands and the power of purpose. They examined the ways in which brand purpose can drive staying power and longevity in the market—as well as the many pitfalls to achieving these goals.
BAV & Kantar @ Cannes: The Power of PurposeBAV Group
During day three of the 2018 Cannes Lions Festival, Y&R Global CEO David Sable and Laura Jones, Executive Strategy Director of Y&R’s BAV Group, joined Kantar during a session focused on brands and the power of purpose. They examined the ways in which brand purpose can drive staying power and longevity in the market—as well as the many pitfalls to achieving these goals.
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. 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. 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. 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