RIM falls on brand report
Oct 2nd, 2012 by josephluiz
http://thechronicleherald.ca/business/142736-rim-falls-on-brand-report
RIM has fallen from 56th to 93ed on one “of the latest ranking of global brands by an international consultancy.” This puts the firms estimated value at $3.9 billon, a 39% drop in the last year.
BlackBerry has failed to innovate as much as other brands such as Apple an Android. They are at a technological disadvantage and have had a few too many PR issues this last year with “BlackBerry shipments [being] down 41%.” With competition offering the consumers better products, BlackBerry must “clearly demonstrate its relevance and value in today’s crowded smartphone market.” In class we have undertaken various exercises as to why consumers purchase specific products, and what BlackBerry has to offer is more and more overshadowed by competition. Would it be possible to increase their sales via advertisement or a more diverse product line? These are the types of question that need to be explored in order to aid RIM with their decreasing market share.
Competing firms, such as Apple, have invested a lot of time and money in building and maintaining a positive brand image, however, RIM has not had the same success. One of BlackBerries unique selling point, “Black Berry Messaging” has lost its appeal to many consumers with alternate services, such as “Imessage” becoming available. RIM needs a new approach in order to gain back customers and increase profits.