RIM's (Research in Motion) Blackberry

Paper Summary:

This paper discuses Research in Motion's (RIM) personal digital assistants (PDAs), the Blackberry, which is able to communicate with e-mail, Internet and corporate IT networks. This flagship product became a premier status symbols among executives especially in the public and analyst relations. The paper concludes that, by moving away from purely focusing on the technical attributes to the benefits of freedom and work/life balance, RIM successfully transformed itself from being an addict's tool to being a means by which executives gain control over their time. The author then recommends that RIM should examine its existing customer base for positive messaging and should create a self-monitoring program to ensure that its branding stays consistent with its product-by-product messaging.

Table of Contents:
Executive Summary
Background and Introduction
Main Conclusions
Recommendations
Critiquing RIM's Branding Strategy
First Brand Attribute: Brand Excels at Delivering the Benefits Customers Truly Desire
Second Brand Attribute: The Brand Stays Relevant
Third Brand Attribute: The Pricing Strategies is Based on Consumers' Perceptions of Value
Fourth Brand Attribute: The Brand is Properly Positioned
Fifth Brand Attribute: The Brand is Consistent.
Sixth Brand Attribute: The Brand Makes Use of and Coordinates a Full Repertoire of Marketing Activities to Build Equity
Seventh Brand Attribute: Understanding what the Brand Means to Consumers
Eighth Brand Attribute: The Brand is Given Proper Support, and that Support is Sustained over the Long Run
Ninth Brand Attribute: The Company Monitors Sources of Brand Equity
Future Trends
Limitations, Conclusions and Recommendations

From the Paper:

"Globalization, teleworking, and a highly mobile workforce all are social factors that contribute to RIM's increasing relevance as a brand. The relevancy of the brand when presented from a purely technological standpoint was mediocre however; when executives would be given one it was considered both an honor and a curse. Today however RIM, with its revised approach to speaking to upwardly mobile, high achieving professionals, has been able to increase its relevancy while fighting off the Crackberry reputation it had gained previously."

Sample of Sources Used:

• Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from CRMBuyer.com Web site: http://www.crmbuyer.com/story/44304.html
• Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3 - 10.
• Kelly, M (1998) - Paying for that old brand magic: Marketing branding professional services, Financial Times, August 12, 1998.
• Market Research Executive Board (2005) - Overview of Brand Equity Measurement Approaches. Market Research Executive Board. September, 2005. Washington, DC. September, 2005.

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