Essays on Blackberry Successful Branding Case Study

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The paper "Blackberry Successful Branding" is a great example of a marketing case study.   Each and every day, competition is turning out to be severe and hence it is crucial for an organization to win the customer’ s heart so as to beat their competitors. Most organizations have realized that the brand name in which the company associates its products and services is a valuable asset. Since 1980, it has been imperative development for managers in understanding that recognized brands could symbolize a particular value for the organization – an essential principle or foundation which supports a product or the company.

This fundamental principle is known as positioning, without which the brand would have no grip (Aaker, 2009). Successful brand positioning discards conformity. When well utilized, positioning hoists a brand over the competition so that individuals cannot resist the opportunity to pay heed to. The human brain instinctively looks for things that are unexpected and different. A brand that prevails in severe conditions as oppose to its rival will draw in individuals' consideration and have a unique point of interest in the marketplace. This paper will discuss the success of Blackberry as a successful brand in contrast to Blueberry which is a failed brand. Blackberry Successful branding Throughout its history, the Blackberry device has shown that it is the foundation of a flourishing monitor smartphone rather than a standard phone.

This feature never bothered the Blackberry despite all the obstruction they encountered since the market is dominated by technology and turned out to be the leading brand in the mobile phone industry (Aaker, 2009). Blackberry was founded in the market initially around the 1990s. Unluckily, the brand didn’ t make it big in the mobile phone industry up to around 2000.

After the year 2000, they became aware of strategies of customer attraction and set up well-structured brand awareness. This made the customers realize what the Blackberry brand entails (Bloise, 2010). By the close of the year 2004, the number of customers who were using Blackberry was in excess of one million. This showed that the management had devised ways of positioning and segmenting the brand in the minds of the customers within a short period (Huang & Sarigö llü , 2012).

The number of Blackberry end users increased steadily throughout the years up to the point they hit three million end users globally (Keller, 2009). Blackberry designed diverse models and series of smartphones that satisfied distinct market segments the all through, each and every one was different from the other. They came up with earlier models like Blackberry 6000s, 5000s and 850. Other models included java, 7000 and 7100 series, 8000-9000 series that includes Blackberry torch, curve 8900 and bold 9000 which are available in the market today (Bloise, 2010). To begin with, Blackberry 850 models were to a larger extent more than a typical cell phone.

When it was first introduced in the market, the clients were not seeking or willing to buy a mobile phone which had wireless option or email incorporated in it as it was softly suggested low in the market. However, the mobile phone changed the life of business people since they could organize their life through calendars; they received their emails even when on transit through the internet, and they could organize meetings through organizers.

Subsequent to the brand knowledge and recommendations were on the rise (Kapferer, 2008).


Aaker, D. A. (2009). Managing brand equity. New York: Simon and Schuster.

Bloise, J. D. (2010). Successful Brand Development: Branding Strategies for your small business. Retrieved 10th Nov. 2014

Kapferer, J. (2008). The new strategic brand management. London: Kogan Page.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.

Huang, R. & Sarigöllü, E (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.

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