Brand Audit: Pt 2 - Google Groups

Brand Audit: Pt 2 - Google Groups

Blackberry Inventory BRAND AUDIT: PT 2 Gina Clementi, Kari Kahlenberg, Brooks Albrecht, JP Stuessi, Amanda Junentun, and Jordan Sipe Agenda Branding Positioning Current Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market Recommendations

Brand Revitalization Leverage Secondary Associations Reach Consistency with Software Conclusion Q&A Branding Positioning Overview Brand Architecture Marketing Programs

Reach More Segments Defend Business Market Grow Entertainment Market Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market

Reach New Customer Segments International Consumers Altered business model Moving toward prepaid Younger Consumers Ads focus on the sexy and young side of BlackBerry Focus on BBM Academics Apps created targeted toward studying Time management tools

Mix of Effects on Equity in New vs. Established Segments Alienate core Less attitudinal attachment negatively affect resonance Resonance Judgments and feelings increase with new segments May decrease with core segment because of alienation Wider consumer base

Transferring CrackBerry to other segments Judgments Feelings Performance Imagery Salience Core business image

decreases Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market Defend Business Market Focus on Business Segment Offerings to Business Professionals

Key Smartphone Features Inside BlackBerry for Business Blog BlackBerry Business Solutions BlackBerry Enterprise Server BlackBerry Enterprise Server Express BlackBerry Playbook to Defend Business Segment Full compatibility with BlackBerry Enterprise Server Pairs with smart phone to utilize existing 3G data service plan Secure and Manageable platform consistent with smart phones

New, highly-secure Operating System - QNX Strengths & Weaknesses in the Business Segment Loyal business consumers have created strong relationships with BlackBerry. Affects their daily lives. Security & Manageability Ability to connect to enterprise applications. Productive work features: email, calendar, contacts

Effective Offerings to Business Professionals User addiction Apple increasing competitive offerings in business segment hurting BlackBerrys equity Resonance Judgments

Feelings Performance Imagery Salience Company Smartphone Use Company adoption of BES Marketing Programs Reach More Segments

Defend Business Market Grow Entertainment Market Grow the Entertainment Market Three Acquisitions QNX Operating system built for apps and entertainment Cellmania Develop better system for apps TAT Shiny and slick interfaces BlackBerry Playbook (Brand Extension) BBM Social Platform and Podcasts BlackBerry Torch with OS 6

Equity Effects for Pursuing Consumer Market Resonance All-in-on phone = higher evaluation. Entertainment features: BBM Social Platform, Podcasts. Brand Extension: BlackBerry Playbook Judgments

Performance Salience Entertainment features meshed with business offers greater self identification Higher attitudinal attachment Conservative business types feel decreased self congruency Feelings

Imagery Fun and exciting feelings generated from entertainment/multimedia Increased hip, cool, youthful imagery from 3 acquisitions Better aesthetic in Operating systems: OS 6 and QNX Recommendations Brand Revitalization Leverage Secondary

Associations Adopt QNX Software for Smart Phones Recommendations Brand Revitalization Leverage Secondary Associations Adopt QNX Software for Smart Phones Brand Revitalization Recapture Its

Heritage Increase Relevance Balance old and new consumers Re-focus on the Core Business Segment App World Carrier Relationships

Communicate and Increase Points of Difference Enterprise Solutions Line Extension Corporate Partnerships Brand Revitalization Increase Sense of Community

Resonance Judgments Feelings Performance

Imagery Salien ce Credibility Superiority Relevance Distinctiveness Quality

Recommendations Brand Revitalization Leverage Secondary Associations Adopt QNX Software for Smart Phones Leverage Secondary Associations Brooks Recommendations Brand Revitalization

Leverage Secondary Associations Adopt QNX Operating System for Smart Phones Adopt QNX Operating System JP Conclusion

Jordan Questions?

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