Branding Strategy Critiquing Research In Term Paper

Length: 3 pages Sources: 3 Subject: Business - Advertising Type: Term Paper Paper: #74636628 Related Topics: Branding, Consumer Perception, Search Engines, Growth Strategy
Excerpt from Term Paper :

Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.

Again on the initial introduction of the brand, RIM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.

Eighth Brand Attribute: The brand is given proper support, and that support is sustained over the long run.

This is an attribute that is just now becoming evident with the RIM brand, as the previous branding strategies have lacked a synchronized approach to managing all aspects of the marketing and messaging mix. The lack of support for the purely technological and reactive messaging in the first generation of RIMs' branding opened the company up for many criticisms as the brand, in its mystique of speed of response, did not capture the more critical values of work/life balance or the need for taking control of ones' time. Messaging today however is concentrating on these social values and is also supported through a series of other marketing, PR, and Web-based marketing campaigns and programs.

Ninth Brand Attribute: The company monitors sources of brand equity.


The lack of control over ones' life but the high importance of the Blackberry as a status symbol of time urgency quickly wore out however, and the Blackberry's brand equity dissipated as a result. With the re-definition of branding to specifically focus on how Blackberry customers are changing their lives for the better with the device, brand equity appears to be managed more effectively.

Summary and Recommendations

In summary, RIM has re-invented itself from a branding standpoint and is in the process of re-inventing its brand to be a device for keeping work and life in balance in addition to exerting more control over ones' life. The need for managing time more effectively in addition to achieving a workable work/life balance are two values the brand is aspiring to gain as a result of their re-branding efforts. With the improvements however there are significant areas of improvement for RIM and their branding efforts. These recommendations are below:

Stay consistent with the present branding approach and delve deeper into how the customers profiled in existing advertising campaigns are also using their Blackberry to achieve more freedom and also more work/life balance.

Create more sustained support for the brand by using Web 2.0-based marketing efforts including blogging, Search Engine Optimization (SEO), and by working to make organic search picked up by search engines more effective.

Create and use a brand management system that tracks overall brand equity and also creates a monetized estimate of how much the brand is worth.

Define use policies for the term "Blackberry" and control the use of the branded term to ensure that brand equity is retained. The use of Blackberry as a trademark may need to be more vigorously enforced.

Complete periodic brand audits to ensure the brand is being perceived correctly and change direction if necessary to keep the brand on track.


Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from Web site:

Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.

Kelly, M (1998) - Paying for that old brand magic: Marketing branding professional services, Financial Times, August 12, 1998.

Market Research Executive Board (2005) - Overview of Brand Equity Measurement Approaches. Market Research Executive Board.…

Sources Used in Documents:


Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from Web site:

Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.

Kelly, M (1998) - Paying for that old brand magic: Marketing branding professional services, Financial Times, August 12, 1998.

Market Research Executive Board (2005) - Overview of Brand Equity Measurement Approaches. Market Research Executive Board. September, 2005. Washington, DC. September, 2005.

Cite this Document:

"Branding Strategy Critiquing Research In" (2007, December 13) Retrieved September 22, 2021, from

"Branding Strategy Critiquing Research In" 13 December 2007. Web.22 September. 2021. <>

"Branding Strategy Critiquing Research In", 13 December 2007, Accessed.22 September. 2021,

Purpose of

The documents we provide are to be used as a sample, template, outline, guideline in helping you write your own paper, not to be used for academic credit. All users must abide by our "Student Honor Code" or you will be restricted access to our website.

Related Documents
Newspaper Strategies the Traditional Print Version of
Words: 3343 Length: 10 Pages Topic: Communication - Journalism Paper #: 59684560

Newspaper Strategies The traditional print version of newspapers worldwide has suffered serious setbacks in recent years, to the point that some industry experts are predicting the ultimate demise of print newspapers. But there are creative ways to keep the newspapers in business and profitable, and this paper sheds light on those potentially successful strategies. Also, a news service should be available that reports instantly important economic and business news to points

Goal Is Not a Strategy.
Words: 6751 Length: 20 Pages Topic: Business Paper #: 15249790

He also held weekly cookouts and he stood in line with all the crew to show he was on equal footing for that day. Peter Drucker One of Abrashoff's heroes was Peter Drucker, often referred to as the "father" of the modern management theory. Drucker predicted the emergence of the innovative knowledge worker -- the kind of talented employee that electronics firms hire as often as they can -- and he

Customer Relation Management Customer Relationship
Words: 1585 Length: 5 Pages Topic: Business Paper #: 80314109

Once contractors and employees recognize that CUTCO is interested in making changes, they will willingly provide the company with the information they need to better understand what the customers want and need, and how they can best meet their need. When people talk poorly of a company, customers will hear this news much more quickly than they will hear about the positive gains the company has made or intends to

Maercker Et Al. 2006 Cite
Words: 580 Length: 2 Pages Topic: Psychology Paper #: 17830258

However, the study sought to determine if new or additional CBT techniques were effective. The control condition for this study should have been broken up into two different groups: a WLC group and a group that received traditional CBT without new techniques involved. The current study only affirms that CBT is effective in treating PTSD; however, it does not determine if the new additional techniques over the traditional CBT

Sigmund Freud & Psychoanalysis the
Words: 2769 Length: 8 Pages Topic: Psychology Paper #: 17799389

And moreover, the virtues that had been "automatically" accorded to Freud over the years -- "clinical acumen, wisdom in human affairs, dedication to his patients and to the truth" -- are now obscured by the skepticism that has come due to the deep questioning and investigation over time (Kramer, 1998, pp. 199-200). That skepticism among scholars has also been brought on by a lack of "accord" between what Freud

Bankwest Is an Australian Banking Institution That
Words: 2477 Length: 6 Pages Topic: Economics Paper #: 31474522

Bankwest is an Australian banking institution that provides banking services to all Australians equally. This bank is a relatively old institution. It has been in operation for over a hundred years building a reputation of community involvement and support that exudes compassion and benevolence. They do this by supporting many charitable projects and organizations in addition to a number of banking services such as Some of those being retail, business,