This article on SeekingAlpha.com talks about Research in Motion, perhaps the leading Canadian technology firm in the world right now. The BlackBerry leading brand, and most popular product. Whilst traditionally considered an elite brand for business professionals, BlackBerry have been executing a brand extension of sorts, to segments that were not targetted before like students. BlackBerry is hoping that such a brand extension will enable it to compete with Apple and the Google Android, As they have been losing market share for some time in the lucrative smart phone market.
However, RIM also risks losing its exclusivity as a professional brand. RIM marketing to students is akin to BMW marketing to working class families, and as the article suggests, it may be a good idea to keep marketing to business professionals in order to keep the brand pure.