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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
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
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
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

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Cracking the Crackberry Code

  • 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