Case Study Blackberry

1Blackberry’s Rise in Brand Power Problem Identification How does RIM change the consumers’ perceived view of the Blackberry as the corporate weapon of choice? How do they reach out and captivate a younger, more exciting generation? How should RIM adapt... More

1Blackberry’s Rise in Brand Power Problem Identification How does RIM change the consumers’ perceived view of the Blackberry as the corporate weapon of choice? How do they reach out and captivate a younger, more exciting generation? How should RIM adapt itself to reach this new market? In order for Research in Motion (RIM) to maintain its position as a Smartphone dominator, they will need to reach new target markets. RIM has been an innovator in the mobile Smartphone market since the early 1990s. RIM’s sole focus has been the corporate consumer. All of their marketing strategies have been geared towards the executive professional, ages 25-60. The marketing strategies used have been successful in the past; they have targeted their desired niche market and have stabilized their brand in the mobile market. That is, untilApple, an industry competitor came along with the iPhone. Due to an increase in Smartphones created by various companies entering the market,such as HP and Palm, the Less