1
BlackBerry has made impressive progress since 2002, but the brand
started to fall in 2011.
Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults
Leadership
20022003
2004
2005
2006
2007
2008
2011
2012
2013FH
2009
2010
Curiosity:Niche or
Unrealized Potential
New/Unfocused:New, Unfocused or
Unknown
Fatigue: Commodity or Eroded
Mass Market
Bra
nd
STR
EN
GTH
(En
erg
ized
Diff
ere
nti
ati
on
& R
ele
van
ce)
0
50
100
0 50 100
Brand STATURE(Esteem & Knowledge)
2
The declines in Energized Differentiation, Relevance and Esteem result in the Brand Erosion since 2011
Source: BrandAsset® Valuator USA, 2002-2013FH, All Adults
Energized Dif-ferentiation
Relevance Esteem Knowledge0
20
40
60
80
10009'
09'
09'
09'
10'
10'
10'10'
11'
11'
11'
11'
12'
12'
12'
12'
13'FH
13'FH
13'FH
13'FH
3
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
Brand Perceptions*of BlackBerry also have weakened.
4
BlackBerry has a tough game to play as the category is becoming more competitive
*Category consists of smartphones, operating systems, tablets and laptop brands
Source: BrandAsset® Valuator USA, 2009, 2013FH, All Adults
LeadershipCuriosity:Niche or
Unrealized Potential
New/Unfocused:New, Unfocused or
Unknown
Fatigue: Commodity or Eroded
Mass Market
Category* Average
2009
2013FH2009
2013FHB
ran
d S
TR
EN
GTH
(En
erg
ized
Diff
ere
nti
ati
on
& R
ele
van
ce)
0
50
100
0 50 100
Brand STATURE(Esteem & Knowledge)
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