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| BlackBerry mobile communication device was created by
Research in Motion (RIM) of Waterloo, Ontario. History was
made when RIM was founded in 1984 by a pair of engineering
students.

| 1998, RIM produced a wireless handheld called the RIM 950

which handled e-mail, contacts, and calendaring with a built-in
QWERTY keyboard.

| In 1999, the Blackberry wireless e-mail device, the BlackBerry

5790, was revealed along with the Blackberry Enterprise
Server (BES) for Microsoft Exchange
1. The Law of Expansion 12. The Law of the Generic
2. The Law of Contraction 13. The Law of the Company
3. The Law of Publicity 14. The Law of Sub brands
4. The Law of Advertising 15. The Law of Siblings
5. The Law of World 16. The Law of Shape
6. The Law of Credentials 17. The Law of Color
7. The Law of Quality 18. The Law of Borders
8. The Law of the Category 19. The Law of Consistency
9. The Law of the Name 20. The Law of Change
10. The Law of Extensions 21. The Law of Mortality
11. The Law of Fellowship 22. The Law of Singularity
 The birth of a brand is achieved with publicity, not
advertising.

| We have hardly seen any ads of Blackberry. Till now it

had been sold only due to the publicity or word of
mouth.

| The main feature for the sales of these phones was its
Blackberry Messenger and push mail services.

| Recently an ad by Vodafone in collaboration with

blackberry was launched.
 A brand should strive to own a word in the mind of the
consumer.

| Blackberry became successful by being the first one

to come out with Blackberry Messenger to narrow its
focus on instant messaging services without
internet(BBM), thereby owing the word BBM in the
mind of the blackberry users.

| Blackberry has become synonymous with blackberry

Messenger (BBM).
 A brands logo type should be designed to fit the eyes.

| For maximum visual impact, a logo type should

have the same shape as a windshield.

| The blackberry logo type is almost the perfect

shape.
 There are no barriers to global branding. The brand
should know no borders.

| Since value lies in the mind of the consumer the

perception of where the brand came from can add
or subtract value.

| Blackberry is a global brand with its presence in

140 countries worldwide.
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| The BlackBerry brand is street smart Ͷ alert to changeable
to distinguish what͛s important from what͛s not.

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| The BlackBerry brand is focused on the task at hand. It
knows it can deliver everything you need it to.

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| The BlackBerry brand knows it͛s a toolʹan ally, a helpmate
and a resource you can depend on without taking it too
seriously. And that͛s why it͛s so likeable.
| The BlackBerry brand promise directly addresses the
customer͛s desire for success in life and at work.

| The BlackBerry brand promises every customer:

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| The words that define the BlackBerry brand
personality are not words we should use to describe
our company, our products or our brand.

| Rather, we should use them as a filter or a standard

against which to measure our communications and
our behavior.

| To enhance recognition for the BlackBerry brand,

these attributes of our brand personality must
become a part not only of every communication we
produce, but of everything we are and do.
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: 60% of Blackberry owners purchase
Blackberry on their next purchase.

¬ The survey also revealed that while 77 percent of BlackBerry

users used their handsets for both work and personal reasons;
7 percent BlackBerry owners use their devices exclusively for
official purposes; and 16 percent BlackBerry users used their
devices for ͞exclusively personal͟ purposes.

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 As Blackberry curve 8520 is the largest selling
model for Blackberry in India the switching cost associated with
this model is higher as this device is moderately priced
compared to the other models of Blackberry.
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͞We are the Blackberry Boys͟

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 The issue on transparency of data created
good publicity for the brand also the ad with
Vodafone was able to reach other segments & not
only on focusing on Executives.

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 The perceived quality of Blackberry performance is that it is an
executive phone hence it would be much faster device with
durability and user friendly interface.

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 Blackberry Messenger, Push Mail, Qwerty keypad, Wi-Fi, Signal
Indicator, etc

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 The Blackberry Messenger is reliable in terms of the delivery of
the content sent or received by the phone. The Blackberry
messenger service, Mails is efficient , competent and convenient.
 A brand association is anything ͚linked͛ in memory to a
brand

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1. An Executive working class Men

2. A Consumer segment such as Youths
3. A feeling of having Work & fun together.
1. Product attributes - Status Symbol
2. Intangibles - Quality Product
3. Customer benefits ʹ Blackberry is a stylish device (a
product characteristic),providing friendly user
interface (a customer benefit)
4. Relative Price ʹ consider as an expensive device.
5. Celebrity/ Person ʹ Normal individuals used by the
brands
6. Product class ʹ earlier positioned for working
executive males, now positioning changed to
executive + youths
7. Competitors - I-phone, Nokia, etc