Blackberry Brand Audit
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BRAND AUDIT
SUBMITTED BY: ADITI NAGPAL 100113
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Introduction………. History……… Brand Inventory……… Brand Exploratory……… Gap Analysis……… Recommendations……… Conclusion……… Bibliography………
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INTRODUCTION...
Shakespeare said – „What‟s in a name?‟ Everything..!! BlackBerry – an exotic looking fruit with wine like taste. How did that fruit become associated with terms like business, emails, internet on go? How did BlackBerry – which has become a sort of cult, have its fruity name from? One would think that probably the CEO, Mike Lazaridis or somebody influential from RIM was partial to the seedy fruit. Which “surprise” “surprise” isn‟t True. It‟s got a more logical origin to it. In 2001, RIM hired Lexicon Branding to help them get a fitting name for their latest wireless messaging device. Understandably, the company wanted a name that would highlight what it called its USP – emails on the go. But after research showed that people tend to relate „e-mail‟ with work and thus can raise blood pressure, Lexicon convinced the company to go for a name that would rather induce a feeling of joy and peace. It came to the notice of someone that the teeny tiny keys on the RIM‟s wireless devices resembled a bunch of seeds. So they started toying with the names of seeded fruits like strawberry, melon etc before settling on “BlackBerry” which reflected the black colour of most of the RIM‟s devices as well as sounded pleasing enough. This is how everybody‟s favourite BlackBerry got its name.
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SOME MILESTONES...
BlackBerry is a product of RIM – a Canadian company with the most modest beginning but with a very ambitious vision. Some milestones in the 20 years of success of RIM are discussed below in brief. 1984 – Co-founded by Mike Lazaridis (President and Co-CEO) and Douglas Fregin (Vice President, Operations) 1988 - First wireless data technology developer (in North America), connectivity product developer for Mobitex
BRAND AUDIT
SUBMITTED BY: ADITI NAGPAL 100113
Page |2
Introduction………. History……… Brand Inventory……… Brand Exploratory……… Gap Analysis……… Recommendations……… Conclusion……… Bibliography………
Page |3
INTRODUCTION...
Shakespeare said – „What‟s in a name?‟ Everything..!! BlackBerry – an exotic looking fruit with wine like taste. How did that fruit become associated with terms like business, emails, internet on go? How did BlackBerry – which has become a sort of cult, have its fruity name from? One would think that probably the CEO, Mike Lazaridis or somebody influential from RIM was partial to the seedy fruit. Which “surprise” “surprise” isn‟t True. It‟s got a more logical origin to it. In 2001, RIM hired Lexicon Branding to help them get a fitting name for their latest wireless messaging device. Understandably, the company wanted a name that would highlight what it called its USP – emails on the go. But after research showed that people tend to relate „e-mail‟ with work and thus can raise blood pressure, Lexicon convinced the company to go for a name that would rather induce a feeling of joy and peace. It came to the notice of someone that the teeny tiny keys on the RIM‟s wireless devices resembled a bunch of seeds. So they started toying with the names of seeded fruits like strawberry, melon etc before settling on “BlackBerry” which reflected the black colour of most of the RIM‟s devices as well as sounded pleasing enough. This is how everybody‟s favourite BlackBerry got its name.
Page |4
SOME MILESTONES...
BlackBerry is a product of RIM – a Canadian company with the most modest beginning but with a very ambitious vision. Some milestones in the 20 years of success of RIM are discussed below in brief. 1984 – Co-founded by Mike Lazaridis (President and Co-CEO) and Douglas Fregin (Vice President, Operations) 1988 - First wireless data technology developer (in North America), connectivity product developer for Mobitex