Strategic Brand Management

Dr. Lubna Nafees

Name of the faculty

Stagnation of Blackberry

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

Initial Strategy

Business Professiona

ls

High Income

Individuals

InnovatorsYounger

Generation

Blackberry Boys

Revised StrategyNew Market Segment

• 18-24 years

• Tier I cities

• Young professionals

Brand Personality and Imagery

• Power to the people

• Innovation

• Lifestyle

Appeal of Blackberry

• New colors

• Sleek models

• BBM Messenger

Action Starts Here

Impact

Unveiling Z10

Price

Quality

Competition – Price vs Quality

EvaluationsPrice 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

Brand Value

Relevance Differentiation Esteem Knowledge

Blackberry

The Future ?

Blackberry

• Focus on software and not hardware• App store and ease of use should be main targets• Promote BB10 OS and Blackberry Balance

New Thinking

• Make use of networks with government and corporate clients• They control a large number of mobile devices• Provider of technical advice and support

Thank you